Interview about Safety Twenty Four Seven Brand Identity, winner of the A' Graphics, Illustration and Visual Communication Design Award 2023
This is a brand identity design for Safety Twenty Four Seven, an American multinational company, headquartered in the United States and with branches in several countries in the Middle East. It specializes in providing consultations in safety for workers in areas such as the petroleum industry, construction and other areas that increase risk during work. The logo design is inspired by the idea of the helmet, which is considered one of the important tools in this field. The three visual identity colors are inspired by different workplace environments, such as seas, deserts and factories.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsIn approaching the Safety Twenty Four Seven Brand Identity, I wanted the design to be both immediately recognizable and highly relevant to the concept of workplace safety. The helmet motif was chosen as a core symbol because of its universal recognition as a safety icon in industries like construction, oil and gas, and manufacturing. The minimalist design allows the helmet to serve as a strong, bold symbol, but its simplicity also makes it adaptable across different contexts. I carefully considered how this symbol could resonate in various environments, ensuring that it would remain versatile in applications ranging from printed materials to digital platforms, while maintaining a clear and consistent connection to safety and protection.
The color palette was carefully chosen to evoke the diverse landscapes that the brand operates within. The sea represents the fluidity and vastness of industries, while the desert reflects resilience and endurance, while the industrial factory environment adds a sense of structure and reliability. To ensure these elements would resonate across both the Middle East and the United States, I focused on the psychological impact of these colors and their symbolic meanings. For instance, blue, representing the sea, is universally associated with trust and safety. Earthy tones from the desert evoke warmth and stability, and industrial grays and metallics symbolize professionalism.
When designing for a multinational company like Safety Twenty Four Seven, it’s important to strike a balance between creating a design that feels universal while also being sensitive to local cultures. I focused on creating a clean and professional visual identity that would be easily adaptable to various global contexts, while considering cultural nuances. For instance, the safety helmet is an inherently neutral symbol that speaks to safety across industries, and the color palette is subtle and not too specific to one culture or geography.
The three-month timeline was definitely a challenge, but it also fueled the creative process. I started by establishing a strong, clear design direction early on, based on the core values of the company and the symbol of safety. I broke the process down into distinct phases: research, ideation, refinement, and final implementation. By prioritizing efficiency and focusing on creating a design system that was both scalable and adaptable, I was able to ensure all aspects – from the logo to typography and color palette – were cohesive. Regular feedback loops with the client were essential to ensure alignment throughout the process, allowing me to make quick decisions and keep the project on track.
Having worked in advertising for over 25 years, I’ve gained extensive experience in creating designs that are not only visually striking but also highly functional across different media. I took this experience into account when developing the Safety Twenty Four Seven Brand Identity. The logo and visual elements needed to be adaptable to everything from business cards to large-scale billboards to digital interfaces. I focused on creating a system that was both scalable and legible in all contexts, ensuring that the brand’s core message of safety would be clearly communicated whether the design was viewed on a small screen or a vast construction site.
The helmet symbol was chosen for its universal recognition as a safety icon, but my minimalist approach was key to elevating it into a sophisticated brand element. By simplifying the design to its essential form, I ensured the symbol remains clear, impactful, and adaptable across different media. Minimalism isn’t just an aesthetic choice for me—it’s a way to create a timeless, versatile icon that communicates safety immediately while maintaining its integrity across any application. This approach ensures that the design stays relevant as the brand grows and evolves in the future.
The visual system for Safety Twenty Four Seven was designed to be flexible while maintaining consistency across applications. Each element of the identity, from the logo to the color palette, was created to work cohesively across various touchpoints, from printed safety brochures to digital platforms and even large-scale signage in industrial environments. The color palette helps to differentiate aspects of the brand’s services, while the minimalist design ensures clarity across diverse media. The modular approach to the design system allowed me to create an adaptable framework, ensuring that whether the design was being used in print or on digital screens, the brand’s core message remained intact.
Winning the A' Design Award has been an incredible recognition of the innovative approach to industrial safety design. I believe this achievement sets a new standard for how safety brands can approach their visual identities, blending professionalism with modernity. The success of this project shows that safety-focused design doesn’t have to be purely utilitarian; it can be both functional and aesthetically pleasing. I hope this recognition will inspire other safety-focused brands to rethink their visual identities and create designs that are not only effective in communicating safety but also memorable and engaging for a global audience.
The minimalist approach was key in overcoming potential language barriers, especially in multinational environments. By focusing on clear, universal symbols like the helmet, I created a visual identity that communicates the concept of safety without the need for words. The simple, bold design ensures that the core message is conveyed instantly, regardless of language or cultural background. This is especially important in industrial sectors where quick recognition and clarity are critical, and where workers from different countries and backgrounds need to immediately understand the safety message.
The minimalist approach allows the design to remain relevant and adaptable to new technologies and changing safety needs. I also considered scalability in the design system, so that as new media and platforms emerge, the identity can be easily adapted to maintain its visual integrity. The key was to create a timeless and versatile identity that can evolve alongside the brand as new safety challenges and industries emerge.
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