Guardian Protection Services Launches Rebranding Initiative

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New logo, tag line and mobile app are components of the rebranding which focuses on the technology aspect of security systems, today and into the future.

The evolution of technology demands that the image we portray to the public – our brand – accurately reflect our vibrant, growing firm, while honoring the phenomenal efforts of the past that have earned Guardian a respected position in the marketplace.

As Guardian Protection Services, Inc. (“Guardian”) celebrates its 65th year in business, it proudly announces a strategic rebranding initiative which signifies the company’s vibrant commitment to the future. The goal of the strategic rebranding initiative is to create a refreshed image which will help to ensure that prospective and existing clients have the correct perception of Guardian as a customer-centric technology firm specializing in security and automation while providing the most reliable, technologically advanced services to homes and businesses. “The evolution of technology demands that the image we portray to the public – our brand – continue to accurately reflect our vibrant, growing firm, while honoring the phenomenal efforts of the past that have earned Guardian its well-respected position in the marketplace,” said Russell Cersosimo, CEO of Guardian Protection Services.

The rebranding will have an exciting impact on the way Guardian portrays itself to the public and will be reflected in a new Guardian logo, a new tag line for the residential and builder business divisions and a mobile app for new customers who utilize the platform to control their home.

The most well-known version of the Guardian logo was designed when Mr. Cersosimo purchased the company in 1975. The newly refreshed Guardian logo portrays a clean, contemporary look with a new type font and style features, while continuing to reflect heritage elements of the original Guardian logo. The new logo will be incorporated into signage, business cards, stationery, billing statements and marketing materials on a phased basis. There are also correlating versions of the logo for the Guardian Home Technologies division and the Authorized Dealer division. To pre-empt customer confusion and concerns, Guardian will notify its customers about the new logo through various means in the coming months.

As part of this exciting rebranding initiative, Guardian is also launching a new tag line for its residential and builder divisions: “The Heart of Your Connected Home”. According to Joseph R. Lininger, vice-president of marketing, the goal of the tag line is to reflect not only the fact that Guardian provides home security but also home automation, together forming a robust platform of connectivity.

Within the coming days, Guardian will release a mobile app for customers who utilize the platform to control their home. It allows the user to remotely control their security system and home automation features via an Internet connection. Some examples of this are the capability to arm and disarm the system, change user codes, turn lights on and off and raise or lower thermostat settings. Future updates will include expanded functionality, additional Guardian services and special messages. The app has been developed for both iOs and Android and will be downloadable from the Apple iTunes® store and Google Play™ store.

Guardian’s internal work on the rebranding initiative spanned more than a year. Mr. Lininger described the impetus surrounding the effort: “At the heart of it, we knew we needed a new look. Like the industry, we too, have evolved. This led our executive team to spend time on a collective reassessment. We looked at the future of our brand and asked ‘who are we?’ and ‘where are we going?’ We also engaged in a great deal of research on well-known brands that have undergone evolution.” According to Mr. Lininger, Guardian worked with an outside marketing agency during certain phases of the development process, as well as its parent company, Armstrong, to gather input. He noted that work is also being done on Guardian’s website which will reflect the findings of the rebranding initiative. That work is expected to be completed in 2015.

“Change in the area of rebranding is sometimes difficult,” Mr. Lininger commented. He added, “I think we struck a perfect balance in regard to the new logo. It is not a huge departure from the original but it is recognizably different and fresh.” Simultaneous to the development of the new logo, a new brand standards guide was created. Along with logo usage guidelines, it provides a practical platform on which Guardian can adapt the logo to fit the extremes of horizontal and vertical spaces when such limitations present themselves.

“A great deal of thought went into this re-design”, stated Mr. Lininger; “I believe we accomplished our goal of updating an already strong logo with a new look befitting Guardian’s status as an industry leader in the 21st century.”

About Guardian Protection Services
Guardian Protection Services is the nation's largest privately held security systems company and one of the Armstrong Group of Companies. Guardian provides security monitoring, along with home automation and business security services to more than a quarter-million subscriber accounts throughout the U.S. For more information, visit

Mary Lynn Moriarity     
Communications Manager
174 Thorn Hill Road
Warrendale, Pa. 15086
T: 724-741-3500 extension 11255
E: mmoriarity(at)gpsx(dot)net
F: 724-741-3541

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Mary Lynn Moriarity
Guardian Protection Services, Inc.
+1 (724) 741-3500 Ext: 11255
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