In our initial call with the client where we discussed direction and where do we want to take this brand with the help of the identity. Given the fact that the name is a bit challenging and can raise some eyebrows at first sight, we wanted to develop a logo / identity that would somehow diffuse all of the seriousness that comes with the name, and instead position it as a reliable, trustfully and protective device. 

In Romanian “Securist” stands for the former agents of the Secret Service, and back in the days the name itself was something that people would associate with fear and carefulness.

Our goal was to change that, and the client’s vision was that an easy way to convey warmth, security and protectiveness was by using a home as a symbol or something along those lines.

The direction was crystal clear for me, I began sketching ideas and presented these options in the first round.

Some of them are related to the house motif, while some are based on the letter S with elements such as home, arrows (in and out).