FSEC Logo Rebranding
In 2023 Catherine talked to the CEO of FSEC and explained that the current logo needs a refresh. The current logo did not support FSEC in anyway and truly looked like every other logo in Arizona. Catherine was then tasked to create a full rebrand for the company.
Below you will see the FSEC Logos from over the years, the new and improved logo, and Catherine's creative process.
Old Logos from the Past Years
New Rebranded Logo
Catherine's Process
Beginning of the sketching process to feel out different ideas for a logo. Trying multiple types of designs to see what stood out.
Dissecting FSEC's Core Values showed Catherine a different route for the logo design.
Catherine wanted to focus on what makes FSEC, FSEC. She wanted to be different than other Life Safety Solutions companies when it comes to the logo, she also wanted it to stand out from normal "technology" designs.
FSEC provides more than just services, they are a relationship-based company who values its customers and employees.
Fire Security Electronics and Communications, Inc. is located in Phoenix, Arizona. Catherine took this literally for the design and started with a Phoenix, a mythical bird. Digging deeper, the Phoenix represents a lot metaphorically, rising up in the hardest of times. During 2020, Covid-19, FSEC unfortunately lost its founder, CEO, and President of the company, Richard Buck. After Richards passing, Curt Thurman, VP of the company took over and became CEO. The Phoenix bird is a perfect representation of after a devastating defeat, a "rebirth" of strength and resilience. The company expanded over double and has been extremely successful. Catherine also wanted to incorporate the letters F S E C into the design.
The start of the new design shows the F reversed on the left wing, S is the head to the neck and makes the chest of the body, E is the right wing, and the C is the tail.
When it comes to color, Catherine was taking the Arizona State Flag colors and adding more detail to the bird to make it pop.
As cool as this looked very quickly Catherine realized that it was looking more and more like an illustration than a logo. After many sit-down conversations with the FSEC Leadership Team, the logo was liked, but it was missing something.
A lot of back-and-forth revisions and a new idea emersed. The goal was to make the logo more readable and easier to understand. Catherine created a basic black logo and once approved, she took on the colors.
The colors were a very important part of the logo. Diving deep into the company history would help Catherine decide on her colors.
Red, a color that represents heat or love. In this case, Catherine wanted it to represent heat and attention. FSEC is known for the relationships. The caring or loving personality helps with those relationships. They are a company that installs equipment to help prevent and or notify, for example a fire or robbery. Making them alert to the customers' needs and wants for certain systems.
Blue, a color that represents cold or calm. Blue is also a color that represents trustworthiness and a sense of security. FSEC being a Life Safety Solutions company the color works very well in representing that. The goal of helping those in a time of need and making sure the equipment works as it should is extremely important.
So, Catherine designed multiple color roughs to see what looked the best for the company.
With some tweaking of the color design, the logo was completed. Red and Blue with an ombre to blend them together.
This logo is now being used throughout the company and a rebranding has taken place.
Catherine had to make sure FSEC knew that with this rebranding, guidelines needed to be created.
Catherine put together the Brand Guidelines so the FSEC Team could stay consistent with the new look. This rebrand was successful with a soft launch to change all necessary documents and marketing material.
Catherine and FSEC received lots of positive feedback towards the new design!
