← All work
Brand identity — ACA Group Rebranding 2024 Brand Designer

Bold, authoritative and trustworthy. A new visual identity for a fast-growing Belgian security company.

TND

( The identity )

Strong as Atlas, carrying the world.

  • Logo
  • Colour
  • Typography
  • Social
  • Uniforms
New TND Security logo: an Atlas figure carrying the world
[01]OverviewThe brief

Since 2011, TND has been anchored in two values: Trust and Duty. Growing fast, it needed a bold brand that lives up to them on the website, vehicles, uniforms and social media.

Client
TND Security
Role
Brand Designer
Delivered via
ACA Group
Type
Brand identity
Year
2024
Touchpoints
Logo, web, social, print, uniforms
Tools
Illustrator · Photoshop · Figma
Built by
ACA Group developers, on my brand identity
See it live
Website ↗
[02]ChallengeWhat they needed

Trust and duty, made visible.

01

Bold & strong

An image that matches a company scaling fast in a serious, demanding industry.

02

True to the values

Trust and Duty had to be felt in every detail, not just written on a wall.

03

Works everywhere

One system for the website, vehicles, uniforms, banners and social media.

01

Brand strategy

TND's core values map onto three brand archetypes. Together they show a company that is both authoritative and caring: keep clients safe, and take the worry off their hands.

Archetype mapping — rebuilt from the brand workshop
( Three archetypes )
  1. 01
    The RulerAuthoritative, responsible, reliable
  2. 02
    The SageTraining culture & knowledge sharing
  3. 03
    The CaregiverHelpful, warm, safe
02

Visual language

The frame of the logo doubles as a graphic element on every touchpoint. Gold highlights what matters, while photography stays grayscale: a deliberate nod to face recognition and surveillance technology.

Full TND brand system: logo, colour palette, typography, social templates, web and physical branding
Full brand system — logo, colour, type, social, web & physical
( The gold frame )

Highlight what matters.

A compact logo variant was added for social platforms and small sizes, so the brand stays recognisable everywhere.

TND Security brand banners in the field
Physical branding — banners in the field

The frame does the talking.

TND campaign photo using the gold logo frame as a highlight
Campaign — the logo frame as a highlight element
[03]ResultWhat shipped

A brand that is authoritative and caring at the same time, ready to grow with a company that's scaling fast.

( Deliverables )

  1. Brand strategy & archetypes
  2. Logo design (full & compact)
  3. Colour palette & typography
  4. Brand guidelines
  5. Social media templates
  6. Web design direction
  7. Physical branding (banners, uniforms)
  8. Campaign visuals
( Got a project like this? ) max@mxyl.be
↗