Securiton broadens scope with new IPS branding strategy

Munich, Germany

In addition to the primary target market of Germany, the focus is also on other European countries such as France, Great Britain, Spain and Norway.

Securiton Germany, application specialist and leading manufacturer of security technology, is setting new accents for its IPS brand. With the new design, Securiton underscores its revamped sales and communications strategy, which in the video business unit is aimed at customers in the security and high-security sectors – including industry, the energy sector, public authorities and the military.

In addition to the primary target market of Germany, the focus is also on other European countries such as France, Great Britain, Spain and Norway, especially for the partner-licensing business. Ralf Heinrich, Head of Marketing at Securiton Germany describes the new brand orientation.

The familiar look of the IPS Intelligent Video Analytics technology brand is undergoing a modernised transformation, now adapted to the umbrella brand: for a more uniform overall look, the size and typeface of the IPS lettering have been aligned with the logo of the Securiton brand. The name IPS now stands outside the well-known diamond, which has also been adapted in shape and colour and surrounded by a technical graphic element. The colour gradient in the diamond has been replaced by a simple red in a flat design. In addition, the tagline for IPS has changed from "Intelligent Video Analytics" to "Intelligent Video Software," emphasising the brand promise of offering video analytics and video management from a single source. This unique selling point means that the software products have been developed with and for each other from the very beginning, resulting in highly stable video security solutions and reliable early warning systems.

The technology brand IPS has been in the video security market for more than 55 years. Securiton Germany is also a pioneer in this field and has made a name for itself with reliable high-end video technology made in Germany. Since then, these high-quality software solutions have been constantly developed and refined and are always at the technological cutting edge. The new slogan, "Reinventing video security – since 1965," is also derived from this.

The new design templates for advertisements and other promotional materials are now based on the corporate design of the Securiton umbrella brand – both domestically and internationally.

IPS Intelligent Video Software has been part of Securiton Germany, a company of the Securitas Group Switzerland, since 2006. In introducing the new corporate design at Securiton, the IPS look & feel will be an integral part of the new communication strategy. The successive implementation of the new design will begin immediately, and the first advertising motifs are already in use. The core message is: video security means intelligent video surveillance with the IPS factor.


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