Branding
The Groupement des Entreprises de Sécurité (GES) is France's leading professional union for prevention and security companies, representing over 83% of the sector.
This logo is defined asbalanced, legible, and refined.Its overall geometric shape conveysrigorandrationality. Its legibility is explicit: the purpose of the GES (a group, and therefore a professional organization) and its field of activity (private security) are directly visible and mentioned.
The key feature of the logo is the "E" for enterprise: elliptical in shape, with its top bar, it symbolizesopenness, agility, and fluidity. The "E" is the symbol ofenergy(E=MC2), which forms the basis of the logo's rationality, reinforced by the bridge that the "E" builds with the "G": this bridge, precisely a π, is a hyphen that givessolidityto the spirit of the group and the adhesion of the companies.
This "E," which appears unstructured but is in fact precisely designed and forms the cornerstone of the logo, provides stability and firmly anchors GES between the two letters "G" and "S," which are much more rounded and negotiable, like a table and chairs surrounding it:stability in a complex and changing ecosystem.
The chosen font (Gotham) is modern and lends a sense of movement, which accentuates thefluidityand even addselegance, linked to itsbalanced and restrained character, to a logo that stands out naturally. It inspiresdesireandconfidence.
The two-color logo conveys the same sense ofstabilityandopenness: the black of the explicit, institutional lettering is complemented by the "duck blue" of the acronym, a sober color rarely used in security company logos. Due to the variety of tones that make up the "duck blue," it needs to be looked at and scrutinized more closely to be better identified, which is a sign of the logo's strength.
