Signal Brand Guidelines

Updated June 2024

These guidelines outline the core assets of Signal's brand identity and should serve as direction and a resource, offering visual and verbal components, as well as guidance for creating strong, recognizable and effective communications.

While our identity is well-defined, it's also flexible enough that future visionaries should be able to create assets with the aid of these guidelines. Close attention to the contents of these pages will help ensure that these efforts are true to the concept of making ownership our strategy and providing peace of mind.

If you have questions about this

guide or its contents, contact:

Debra Brooks

Director of Customer Engagement

dbrooks@teamsignal.com

Section 1.0

Brand Strategy

Our brand strategy includes a set of strategic tools that capture the essence of who we are. Every touchpoint of our brand expression should be anchored by this foundation. Distilled down into compact words, phrases and personas, these elements serve to define our ideal reputation so that we can stay aligned, focused and grounded.

*This material is not public facing.

Brand Position

In order to have an ownable place in the market, we must determine our distinct and valuable position. How do we stand out against the competition in our industry? How do we stand out in people’s minds? This tool considers two main things: our category and our distinction within it.

Signal is the approachable global security service partner known for making ownership our strategy.

We are unique in our industry for our deeply felt responsibility to understand and respond to those we serve. We understand our clients, their properties and our communities, and we work diligently to serve them because our livelihoods depend on each other and their success is our success too.

Reasons to Believe

Our Reasons to Believe are the tangible activities & cultural practices that support our position. They remind us of what we must do to nurture the reputation we are working towards.

Franchise Model

Transparent Technology

Responsive Flexibility

Prominent Patrols

Committed Culture

True North

This statement unites us as a company, inspiring our team, connecting us to where we want to go. Our True North defines our drive and aspiration.

We’re here to provide peace of mind to pursue passion in life.

We’re here as creators of peace of mind. We understand that peace of mind is a much-beloved home for the human condition. It is a place, a feeling, and a promise. At its core, peace of mind is built upon the twin pillars of safety and security, for when people feel safe and secure they have the freedom to pursue what makes them feel alive.

Target Audience

Our Target Audience Profiles allows us to create a brand that is delivering on specific needs for the people who matter most—however not to the exclusion of anyone else. They provide commentary on the mindsets of our audience, those who we most want to engage with our brand.

Primary Audience

The Fully Invested

Whether a franchise partner, officer, or key personnel, The Fully Invested is looking for an opportunity to buy into something greater than their current position or trajectory. They appreciate the Signal brand for what it stands for, the opportunity for influence and the ability to move forward in their career. Confidence in their position is essential, they need to be sure they will be supported in their role and their ambitions in order to be truly committed to the brand.

“Signal opened the door to opportunity—for my growth individually and for work that has an impact.”

Secondary Audience

The Ambitious

Likely a middle manager, The Ambitious is looking for a trustworthy security partner. They need a service provider that will always flex to put their priorities first and can be trusted to fulfill their promises. They don’t want to settle for the status quo in their own role, so they appreciate and are attracted to the type of ambition and entrepreneurial spirit that defines our franchise owners.

“A true partner, Signal is responsive to my needs, transparent in their efforts, and dedicated in their service.”

Personality Attributes

This set of character attributes guides how our brand looks, sounds and behaves. As a collective, they humanize our brand by capturing our voice and distinctive character.

Present: With our boots on the ground, we put our widespread experience and strategic thinking to good use, responding to problems efficiently and effectively.

Relatable: We prioritize people through warm rapport, personal relationships, and human-centric service.

Ambitious: Our vision is large, but we are not lacking in the determination, grit, and people necessary to reach it.

Devoted: From employees to owners we feel deeply responsible to serve our clients, and consider it our duty to provide them peace of mind.

Responsive: We use our expertise to discern the best approach to every problem in order to diligently serve our customer’s needs.

Section 2.0

Verbal Identity

Our verbal identity works with our visual identity to express a unique and well-rounded whole. Verbal tools, such as our brand voice and key messages, help us write and speak on-brand and clearly communicate our value. This section provides the tools and applications needed to express who we are, what we do, and why what we do matters in a clear, compelling and consistent manner.

Messaging Framework

The Messaging Framework is a tool that succinctly summarizes our brand’s primary details. It helps a writer check off boxes to ensure copy is being written in the correct brand voice and communicating the right details every time.

Our Framework = Position + Brand Voice + Key Talking Points

When using this guide to create additional messaging, ask yourself:

→ Has the copy captured the idea of “Making ownership our strategy” and “providing peace of mind”?

→ Does the messaging align with our brand voice attributes?

→ Does the copy clearly communicate the Key Talking Points?

Position

This is how we stand out from other competitors in our space. This statement brings focus to our external messaging and allows people to understand how we're different.

We are the approachable global security service partner known for making ownership our strategy.

Brand Voice

Our voice is the unique expression of our brand's personality and helps us stand out in a crowd of sameness. Following this tonal guide, we can choose the words that best represent who we are.

We sound human, optimistic and passionate about our work, like a reassuring presence when the stakes are high. While we speak confidently as industry leaders, we don’t lose sight of the people powering our business. Presenting ourselves as dedicated partners, our message centers on earning trust and cultivating relationships with people across our team—from owners to officers to customers. By being intentional with our words, our verbal identity illustrates the meaning of making ownership our strategy.

Because we’re speaking on a global stage, we avoid uniquely American phrases or idioms, and instead use straightforward language that’s devoid of jargon and universally understood.

We Sound

→ Compassionate

→ Straightforward

→ Smart

→ Trustworthy

Key Talking Points

→ Our technical expertise and safeguarding presence are table stakes in security. Instead, our messaging speaks to a higher purpose of being the provider of peace of mind and opportunity for our customers, owner-operators and employees.

→ When messaging to customers, we highlight the advantages of having a local owner-operator as a security partner; we are as invested as our customers because we are part of their community.

→ When messaging to owner-operators, we distinguish ourselves as a rewarding, lifelong investment in their personal and professional growth; we are a global support network committed to our franchisee’s success.

→ When messaging to employees, we present Signal as an opportunity with plenty of ways to grow. We are more than a job, we are a career path with limitless opportunities.

Word Bank & Usage

We speak directly and avoid complicated words and phrasing.

Although we are messaging primarily to an American market, we want to make sure our verbal identity easily translates for international audiences. Therefore, we avoid Americanized slang, idioms and phrases in our messaging.

Instead of Saying Signal:

→ Protects

→ Keeps Safe

→ Defends

→ Guards

We should say Signal:

→ Ensures / Provides Peace of Mind

Sample Headlines

The quickest, most effective way to bring our brand voice and personality to life is through a headline.

Typically the largest, most prominent message on a page, headlines summarize what comes next and draw the reader in. Our sample headlines are arranged by topic and subject matter.

Typical applications include:

→ Website headers

→ Social media posts

→ Billboards or outdoor signage

→ Sections of a brochure

For Owners:

Be Boundless In Your Ambitions

Where There’s Community, There’s Opportunity

Locally Owned, Locally Known

Invest In Your Future, Impact Your Community

Keep Moving Forward

Our Approach:

Local Commitment, Global Scale

Cultivating the Future of Ownership

We’re Bringing Clarity to Security

Ever Ready

Here + Ready

For Employees / Employee Candidates:

This Calls for Character

Pursue Greatness

Work Where You Make an Impact

For Customers:

Reliability at the Ready

Owners Care More

Your Community Is Our Community

Conversation Starters

This is a quick descriptor we all can use to introduce who we are and why we stand apart in one, simple sentence. It should touch on high-level information without getting into detail, empower us in a conversation and encourage a deeper discussion.

Typical applications include:

→ Website homepage

→ Social media bio

→ Brochure or printed piece

For Owners:

We’re your path forward, empowering you to become an owner-operator invested in safeguarding your community and securing your future.

For Customers:

As your local security partners, we’re visible and active in your community with a steadfast presence that frees you to focus on what matters most.

For Employees:

We’re an opportunity to combine your passion to serve and your ambition to grow as you make a lasting impact in your community.

Opening Paragraph

This is how we introduce our brand to the world. It is meant to serve as a starting point that can be shifted and built on, to apply to specific audiences and contexts.

Typical applications include:

→ Website “About Us” page

→ Brochure or printed piece

More than a provider, we’re an active partner. We hold ourselves to a level of transparency that makes us more than accountable, we’re invested. By applying global thinking to how we approach local security, we ensure our presence isn’t just seen, it’s felt. Signal is the clear voice in the night, the alert eyes safeguarding what’s valuable, the steady hands in times of distress.

Our owners and officers are active and embedded in each community they serve because it’s their community too. This not only brings a deeper level of commitment, but provides a platform for individual growth and opportunity. Know that you are more than secure with Signal, the sign of peace of mind.

Key Messages

Because our opening paragraph can’t do all the heavy lifting, key messages are here to dive a little deeper on some key aspects of our brand that we need to communicate.

Typical applications include:

→ Website pages

→ Brochure or printed piece

Launch Message:

Soon, you’ll see a stronger Signal in your community. We’ve refreshed the Signal brand with a look and feel that retains much of our legacy while creating a runway for our continued growth. Like signal flags on the horizon, our new logo represents partnership, presence and above all, security. With a distinctive blue leading our updated identity, Signal is the reliable beacon you’ve come to count on, the unmistakable sign of confidence when you need it most. Because change takes time, we’ll be introducing these updates gradually, as we bring Signal to new locations around the world.

Careers Message:

Signal is home to the ambitious, a launchpad for the enterprising. We’re more than a way to make a living, we’re a chance for you to truly pursue your goals. Drawing on your natural strengths and skills, we chart a course for your career that gives you the opportunity to own a stake in your community. At every level of our team, we focus on building long-lasting, personal relationships based on integrity, reliability and a genuine desire to help others succeed. If you’re ready for a change and looking for a sign, we’re your Signal.

Franchise Message:

Own your ambition and put your passion to work as a Signal franchisee. We’re an opportunity to build your own business while uplifting your community by providing peace of mind. As you establish a presence and develop a dedicated team, you’re backed by the support, partnership and global expertise of [our HQ]. We invest plenty of resources and training to help you develop the skills critical to achieving success. Bring your natural leadership and entrepreneurial vision to an investment with a lifelong payoff.

Customer Message:

You are our priority. We’re not solely focused on being a reassuring presence in your community, we’re committed to ensuring that you always feel valued, seen and taken care of. Because we listen to you, we understand how to best serve you. Working together, we provide a security strategy that not only encompasses your needs but extends to the people and places that you’re responsible for. At Signal, that’s what it means to provide peace of mind. As a true partner, we’re available around the clock to answer your call, go the extra mile and take the lead, so you can pursue your passions.

Our Approach Message:

Peace of mind is more than believing that what you value is in good hands, it’s knowing that you have a responsive, reliable partner who is as invested in your security as you are. We built Signal on a foundation of transparency and adaptability, because, a universal approach is unsuitable for the global marketplace. Instead, we are attuned to your community’s specific needs and point of view and apply our strategy appropriately. That means you don’t even have to question whether we’re on the job — our presence is clear both in communications and actions.

Diversity & Inclusion Message:

Diversity is a strength that sets Signal apart. Though our officers and owner-operators hail from different parts of the world and have various professional and personal backgrounds, they all share qualities that define our culture — they’re driven, dependable and own a growth mindset. We’re a proud Equal Opportunity Employer, and value diversity and inclusivity in our workforce and communities. Without a doubt, the diversity found throughout Signal makes us better community servants who are more empathetic, approachable and in tune with our customers.

Section 3.0

Visual Identity

Our visual identity is a comprehensive, yet unified system comprised of core elements such as brandmarks, typography and color, as well as extended expression that includes photography, iconography, and other graphic assets. This kit of parts is designed to be flexible and expandable in order to help us bring our visual identity to life in creative yet cohesive ways.

To effectively define and maintain our brand, adhere to the guidelines and observe how the brand is visually expressed across a wide variety of sample touchpoints, in the Application section.

Visual Concept

Like our name, the elements of our visual system center around the concept of light. Light glows, warms, and cuts through the darkness. This visual theme communicates peace of mind and clarity. Inspired by illuminating headlights, the signal of a flashing light bar, daybreak, or sunsets, our visual elements riff on the idea of light breaking into darkness, and Signal being there for you day or night. This is seen in our primary colors, gradients, patterns, icons and beyond.

Visual Identity Overview

Brandmark

Symbol

Color

Typography

FK Display Alt.

FK Grotesk

FK DISPLAY

Photography

Graphic Assets

Brandmark Overview

The Signal brandmark is designed to be a global symbol that is used across all markets. By championing the idea of our franchising model, the symbol calls forth all people through the movement of a flag. This is a global rallying element, yet also portrays an abstract "S" monogram for Signal. By locking up our wordmark unconventionally under the symbol, we subtly speak to protection and peace of mind.

Brandmark

Our brandmark is our signature. It is our most recognizable asset and should be used simply and consistently across all communications. The brandmark is bold, compelling and memorable, and it projects graphic energy that runs throughout the brand. The brandmarks seen in this guide are the only approved brandmarks for the Signal brand. Do not create alternate brandmarks, or harm the fidelity of the mark by warping, or stretching.

Download Brandmarks

Symbol

Our symbol is our "S" and flag that is built into the brandmark. As our brand equity grows, the symbol can be used as a total representation of the brand. It is also a primary graphic element used dynamically throughout the visual system. Our symbol may be used on its own when our name is not necessary. Refer to the Applications section for usage scenarios.

Wordmark

Very rarely, our wordmark may be used on its own when the symbol is used elsewhere in an application. Refer to the Application section for usage scenarios.

Minimum Size

The Signal brandmark should never be reproduced any smaller than 1" in width for print applications. For digital applications, 80px is the minimum width. The larger minimum scale for digital applications accounts for the optical difference between print and screen resolutions.

Clear Space

It is critical to establish an area of clear space when using the Signal brandmark to ensure comfortable visibility. No other design element or typography may fall within this area.

The clear space is determined by the measure of half the height of our symbol.

Brandmark Lockup

Our brandmark has the ability to lockup with a sub-brand. Do not create any additional brand lockups. Signal Edge is currently our only brandmark lockup.

Download Signal Edge Lockup

Brandmark Color Usage

Our brandmarks and symbol should be used only in Signal Orange, Signal Blue, White, and occasionally, Dark Blue. Follow the diagram to determine which color the brandmarks should be used on each color in our palette.

Color Palette

The Signal brand is a two-color brand, meaning we seek to own two colors in our audiences' minds, orange and blue. Orange on blue acts like a light in the dark—a signal.

Our brand leads with these two primary colors, plus White and Light Gray. All other swatches are secondary and should be used sparingly when depth and range are needed for contrast, legibility, or tone-on-tone applications.

Signal Orange is an optimistic hue that adds warmth to our brand. To support this color, Dark Orange and a lighter Orange Tint appear in our secondary palette.

Signal Blue is a vibrant hue that adds visual punch to the color we've used as a brand over time. This swatch is bold and works well for occasional backgrounds and copy. We avoid over-reliance on Signal Blue with a range of blues in our secondary palette, including Aqua, Blue Tint, and Dark Blue.

Color Reproduction

Differences in substrate and

process can affect color. Color variations may also occur on-screen as a result of different screen calibrations and/or software applications being used. The CMYK, RGB and hexadecimal equivalents provided here are guidelines only and should not be considered to provide an exact match. Always proof carefully against the PANTONE Color Standard.

Download Color Palette

Signal Orange

HEX #FF9332
RGB 255, 147, 50
CMYK 0, 49, 96, 0
PMS 1495 C, 1495 U

Signal Blue

HEX #0032A0
RGB 0, 50, 160
CMYK 100, 80, 0, 12
PMS 286 C, 286 U

White

HEX #FFFFFF
RGB 255, 255, 255
CMYK 0, 0, 0, 0

Dark Orange

HEX #f77619
RGB 247, 118, 25
CMYK 0, 53, 85, 0
PMS 2025 C, 2025 U

Aqua

HEX #54B1F1
RGB 84, 177, 241
CMYK 61, 5, 0, 0
PMS 2190 C, 2190 U

Light Gray

HEX #DDDDDD
RGB 221, 221, 221
CMYK 14, 8, 4, 0
PMS 427 C, 427 U

Orange Tint

HEX #FFDFCF
RGB 255, 223, 207
CMYK 0, 14, 16, 0
PMS 162 C, 162 U (50% TINT)

Blue Tint

HEX #CBE8FB
RGB 203, 232, 251
CMYK 10, 2, 0, 0
PMS 656 C, 656 U

Dark Blue

HEX #021D44
RGB 2, 29, 68
CMYK 100, 73, 0, 61
PMS 655 C, 655 U

Color Usage

Although we have a broad color

palette, at least one of our two lead colors should be present in most layouts. Use Dark Blue for all long-form text. White should be used for any long-form text placed on a dark background. Treat Orange Tint, Blue Tint, White, and Dark Blue as neutrals.

The Signal brand has a flexible color strategy. Brand touchpoints on the partner journey mimick our brand palette, equally leading with Signal Orange and Signal Blue.

Brand touchpoints on the officer journey lead primarily with Signal Blue. This is crucial to safety, as an orange vehicle or an officer dressed in orange could practically be mistaken for construction. On the ground, we lead with Signal Blue.

Brand touchpoints on the customer journey lead with Signal Orange. Signal Orange is our most distinctive color competitively and can be used as a differentiator in customer-facing touchpoints.

Primary Brand Colorway / Partner Journey Color Usage

Officer Journey Color Usage

Customer Journey Color Usage

Typography

Our type suite is made up of san serif fonts designed by Florian Karsten. We use both FK Display and FK Grotesk. They were designed to balance print and digital needs and to work well together. See Typographic Hierarchy and Typographic Color Usage for detailed guidance. We have individual desktop licenses for print and presentation use, and one shared web license.

FK Display Regular Alt.

AaBbCcDdEeFfGgHhIiJj

KkLlMmNnOoPpQqRrSs

TtUuVvWwXxYyZz

FK Grotesk Regular

AaBbCcDdEeFfGgHhIiJj

KkLlMmNnOoPpQqRrSs

TtUuVvWwXxYyZz

FK Display Regular

ABCDEFGHIJKLMN

OPQRSTUVWXYZ

Typographic Hierarchy

We use FK Display Alt for large headlines. This font is meant to be used in larger sizes as it has expressive letterforms. When used in this way, FK Display Alt provides a unique voice in our communications. It is highly legible and feels savvy and future-forward.

For body copy and smaller headlines, we use FK Grotesk Regular. This font provides a similar structure to FK Display but is a little more straightforward. It is designed for body copy.

For our description or "mono" typography we utilize FK Display Regular in all caps at small sizes only. Note that this is not the "Alt" version of FK Display.

We have Google Font alternatives for our typefaces. These are to be downloaded and used for free only if FK Display and FK Grotesk are not available. Use the Semibold weight for large headlines and the Medium weight for body copy and details.

Our system font alternative is Helvetica.

Download Google Fonts

Darker Grotesque Semibold

AaBbCcDdEeFfGgHhIiJj

KkLlMmNnOoPpQqRrSs

TtUuVvWwXxYyZz

Darker Grotesque Medium

AaBbCcDdEeFfGgHhIiJj

KkLlMmNnOoPpQqRrSs

TtUuVvWwXxYyZz

Photography

Signal has a robust library of photographic styles. Through photography, we showcase humanity, inclusion and light. Regardless of subject matter, our overarching principle is an honest and photojournalistic tone. There are various other treatments that can be layered onto this base. When sourcing photography or art directing shoots, make sure to adhere to the visual styles below.

Baseline Style

At a minimum, our photo style utilizes well-lit scenes that feel natural and graphic. Through our photos, we want to communicate a sense of peace and humility.

Double Exposure

The double exposure is one of our treaments that we use in contexts where we need imagery to look distinctive. By utilizing two senes in one we can effectively communicate a guard watching over either a community or an area.

We have two methods of achieving double exposures. The first (pictured on the left), achieves the double exposure naturally in-camera through a reflection of some sort. The other (on the right) comps two photos on top of each other in post-production through the multiply blending mode. When blending images, mask them so that the guard comes through as the focal point of the image.

Light Leaks

As an additional distinctive photographic treatment, we use light leaks. This treatment is a literal representation of the light bar on our cars. It communicates our presence and alertness. These light leaks can be produced in camera (top row), or in post-production (bottom row). If creating these in post-production, make sure to use Signal Orange as seen on the left.

Action Pans

Our final photo treatment implements motion as a method in shooting. To communicate quickness of response and availability, we can utilize panning the camera with something in motion (either people or vehicles).

Graphic Devices

The Signal brand has a number of graphic devices to use throughout our communications. By using this robust bank of gradients, icons, patterns and more, we extend the look and feel of our brand all while being cohesive and leveling back to our strategy.

Gradients

Our bank of gradients is composed of two styles: full-color transitions, which represent the horizon and light breaking in from the corner. Contrasting bolder visuals throughout our identity toolkit,

our gradients help softly express "peace of mind."

→ Each gradient purposefully uses Signal Orange. Only use gradient colorways shown here (with the exception of approved color gradients that fade out to a clear transparent background).

→ Use gradients as backgrounds.

Download Gradient Swatches

Gradient Mesh Beams

Mesh gradients provide a dynamic visual tool that allows us to visualize light as layered and in motion. These compositions can be used as both standalone assets on color and can be layered in photography (as seen to the left).

→ Only use the gradient mesh colorways shown here.

Download Gradient Mesh Beams

Signal Beams

As seen to the left, our signal beam linework uses a disappearing gradient and can be used as a divider or border.

Our signal beam linework also
applies to brand *iconography.

The Signal Beam lines and icons are most often Signal Orange, but may be White, Signal Blue, or Light Gray in rare circumstances.

For UI iconography, we use google material icons.

Download Icons

Hero Symbol

A simple yet powerful graphic device that we use is the stretching of our symbol across a composition. This can be done in photography or in a vector composition. When stretching the symbol, make sure only to move the endpoints and not harm the fidelity of the S curves. At least one side of the symbol must extend beyond the page. When possible, always center the S curves of the symbol in any composition.

If you only use half (top or bottom) of the stretched Hero Symbol (typically utilized to define the top or bottom of a page/design), the symbol does not need to be centered.

Signal Patterns

To round out our graphic assets, we own a versatile bank of patterns. Seen below are 3 different patterns all based on the geometry in our symbol. When utilizing these patterns, make sure that Signal Orange, Signal Blue, or Navy Blue is present. Some colorways
will provide high contrast to be used as primary graphics, where other more subtle colorways with lower contrast can be used as backgrounds. View the Application section to see how we utilize these patterns.

Using our Patterns

Provided in the download below is a file containing our pattern swatches. To use the swatches, follow the steps below:

→ To start with a pattern swatch, simply draw a shape in Adobe Illustrator and set the fill to the pattern desired.

→ If you'd like to change the color, simply double click into the swatch, select the primary shape and change its fill color. Upon doing this, the swatch will automatically update the entire pattern in the newly selected color.

→ Finally, if you need to outline the shapes and use them in an alternate manner, simply select the pattern and go to "Object - Expand". This will outline all of the shapes and place them in clipping masks. Release the masks and then the shapes will be individually usable.