About the Brand
DayDay Private Security is a Private Security company that highly values helping others with personal security after experiencing a personal kidnapping. They are currently in the process of building a new brand. They specialize in private security services, VIP export, day-to-day security patrol, and in-house protection services. includes high tech. But what their customers really buy is safety. The name DayDay Private Security comes from a teacher who called the owner DayDay because he was the main character and influence of the day.
The Target Audience
DayDay Private Security primarily targets celebrities going in and out of the country, government, and the commercial sector, typically both men and women in their 25-35s, who are generally from the Upper-income class. The brand should create the impression of being Safe, authentic, and easy to use. They want to evoke a sense of confidence, being emotionally engaged, comfort, and trust in their target audience.
tHE gOAL
DayDay Private Security wants a new logo that will establish a solid brand identity. Their logo will be showcased on their branding stationery, website, app, apparel, vehicles, and signage. They have suggested that the logo should include an eye but no shield.
Let's break it down
The Concept
Typography
Monochrome Variations
Colour Palette
Colour Variations
Web & Social Icons
The Concept
The logo features an abstract shield shape, with an eye that's interconnected with the top and bottom half, symbolizing protection, strength, and resilience. The layered, wave-like elements within the shield suggest fluid adaptability, reinforcing that DayDay Private Security is dynamic and responsive to threats.
Typography
After choosing a style for the logo, the next step was to add typography. The typefaces has been hand picked to compliment the character and style of the brand.
Primary Typeface
Orbitron - Black
About the Font
Orbitron is a futuristic, tech-inspired typeface with sharp, angular forms that immediately convey strength and security. Its bold structure and space-age aesthetic make it a powerful choice for a high-tech private security brand. As a heading font, it ensures a commanding and protective presence.
Secondary Typeface
Red Hat Display - Regular
About the Font
Orbitron is a futuristic, tech-inspired typeface with sharp, angular forms that immediately convey strength and security. Its bold structure and space-age aesthetic make it a powerful choice for a high-tech private security brand. As a heading font, it ensures a commanding and protective presence.
Monochrome Variations
The logo is designed to work well in one colour on lighter and darker backgrounds.
Vertical
The logo functions perfectly well in a vertical or stacked layout. This means that the logo will work well on vertical applications like smartphones, tablets and roll-up banners.
Horizontal
The logo is designed to be functional in a horizontal layout. This allows you to use the logo on horizontal applications like building signage, websites and stationery.
Colour Palette
This colour palette strongly aligns with DayDay Private Security’s brand values of safety, trust, and technological sophistication. The deep blues and teals evoke confidence, reliability, and professionalism, while the lighter shades add clarity and approachability. The dark and text colours provide a strong contrast, ensuring readability and a polished, high-end look. The combination is effective for a security brand targeting VIPs and government clients, reinforcing a sense of control, authority, and peace of mind.
Primary Colour
Deep Teal
Deep teal signifies protection, intelligence, and technology. It is a colour often used in law enforcement, security, and corporate brands to symbolize stability and expertise. It reassures clients that they are in safe hands.
Secondary Colour
Steel Grey
Steel grey represents professionalism, neutrality, and security. It complements the deeper blues and teals by adding a sense of balance and sophistication, making the brand feel established and trustworthy.
Tertiary Colour
Bright Teal
Bright teal is modern, energetic, and innovative, reinforcing the brand’s technological and high-end security focus. It creates a dynamic and forward-thinking impression.
Light Colour
Frosted White
Frosted white conveys clarity, cleanliness, and transparency. It ensures that the brand feels approachable while maintaining an aura of professionalism.
Dark Colour
Midnight Blue
Midnight blue symbolizes authority, control, and depth. It enhances brand credibility and a sense of dependability, reinforcing the security-focused nature of the business.
Text Colour
Slate Blue
Slate blue is calm, intelligent, and reliable. It enhances text readability while reinforcing a sense of stability and expertise.
Colour Variations
The logo is designed to work well in multiple colours on lighter and darker backgrounds.
Vertical
The logo functions perfectly well in a vertical or stacked layout. This means that the logo will work well on vertical applications like smartphones, tablets and roll-up banners.
Horizontal
The logo is designed to be functional in a horizontal layout. This allows you to use the logo on horizontal applications like building signage, websites and stationery.
Profile Images
The logo is designed to fit inside a profile image that can typically be uploaded to social media platforms like Facebook, LinkedIn and Instagram.
Icons
The logo has icon variations that can be used as app icons, favicons or webclips.
