Prosegur Compañía de Seguridad, S.A., the Madrid-based private security multinational, introduced its current corporate identity on 12 November 2020. The company described the new visual identity as simpler and more adapted to digital environments, part of a broader rebranding effort to reflect its transformation toward a more agile and global organization.[1]
Design and History
Prosegur’s visual identity has undergone several distinct changes since the company’s founding in 1976. According to a 2016 retrospective on the logo’s evolution, the first mark, introduced in 1981, featured a globe with the letters “C” and “S” in yellow, representing the company’s global presence and its core business as a security company.[2]
In 1988, Prosegur replaced the globe with the image of a bulldog, a symbol of protection, and shifted the color palette from yellow to blue.[2] A third iteration in 1996 used a circular form with green and red colors.[3] In 2002, the company returned to its yellow globe motif, this time pairing it with the full brand name in solid black lettering.[2]
The 2020 redesign simplified the identity further. Alongside the visual change, Prosegur restructured its brand architecture, consolidating five business lines under the corporate brand: Prosegur Security, Prosegur Cash, Prosegur Alarms, Prosegur AVOS and Prosegur Cybersecurity.[1] The company stated the new identity was intended to reaffirm its commitment to innovation and leadership in the security sector.[4]
Meaning and Symbolism
Prosegur’s current brand positioning rests on three pillars: continuous innovation, the people who work in and protect the company, and sustainability.[5] The company’s stated purpose is “to make the world a safer place, taking care of people and businesses and always staying at the forefront of innovation.”[1]
Historically, the yellow color used in earlier logos was associated with the company’s alarm signage, which remains identifiable by its predominant yellow color.[6]
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