Secured by Design
Brand Guidelines
Introduction
The Secured by Design Logos
This document contains guidelines relating to the
manner and use of Secured by Design trademark and
other intellectual property rights, as well as Secured
by Design’s PR Guidelines. It is issued to Member
Companies or Accredited Organisations at the time a
licence or award is granted.
As the most important piece of intellectual property the
Secured by Design logo must be protected through
authorised and correct use.
The term Member Company and Accredited
Organisation is used to describe legal/commercial
bodies who have entered into a licence agreement with
ACPO Crime Prevention Initiatives (hereafter referred to
as Secured by Design), permitting them to use Secured
by Design logos and intellectual and copyright property.
Licensed products are those products/devices/services/
components specified in the schedule attached to the
license agreement or subsequently acknowledged in
writing by Secured by Design.
The Member Company may use the terms and the logos
contained within this manual and they may only be used
in accordance with the conditions set out. The Member
Company can only utilise the Secured by Design logo
and associated intellectual and copyright property whilst
in possession of a valid Secured by Design licence.
These conditions are subject to amendment at the
discretion of Secured by Design. Should new trademarks
or terms, alterations to trademarks or conditions occur,
SBD will provide an updated version of this document
and relevant trademarks.
Intellectual property rights held by Secured by Design
include all forms of rights pertaining to intellectual
property. These include copyright, trademarks,
patent rights and any other property rights commonly
understood to fall within this term.
The logo is available to members in the two versions
detailed below. No other versions are available. The logo
may only be used in its original form. Modifications or the
reproduction of the logo with other fonts are prohibited.
When using our logo in your marketing it should appear
on a white background.
Generic Marketing
This is the only trademark approved for use by the
Member Company to promote licensed products or
the company. Usage of this logo includes:
Company header paper
Press ads
Marketing brochures
Websites
Exhibition stands
Vehicles
Signage
Product & Packaging
This is the only SBD logo and trademark that may be
used on the product and packaging of Secured by
Design licensed products.
The product must have a valid Secured by Design
license in order to utilise this logo.
This logo may ONLY be used on licensed products
and packaging which contains licensed products and
specific literature referencing the product.
Product Engraving
This logo may be engraved on to a product. The
product must have a valid Secured by Design license
in order to utilise this logo.
The Secured by Design Logos
Trademark guidelines ™
Size of Logo
Logo Colour Palette
All logos may only be reproduced in a size that enables
wording contained within the logo to be read clearly and
without difficulty by a person with good vision, not using
any device designed to assist them in reading the logo.
In case of dispute, SBD shall retain absolute discretion to
declare a use or proposed use of a logo as too small and
require all goods and packaging bearing the logo to be
withdrawn from circulation.
The Secured by Design logo is comprised of two colours:
blue and yellow.
The minimum logo size is 10mm in height (measured
from the cap height in the ‘Secured by Design’ to the
baseline of the tagline. See below.
Min. 10mm
The only exception to this rule
is with the SBD Product Mark
(for small product engravings)
which can be reduced in size to
fit the product. A maximum size
is not specified; the logo can be
scaled upwards as desired.
Logo Protection Zone
For instant recognition and consistency, the SBD logo
should not be crowded by other visual elements. In no
instance should a line of text or any other visual element
overlay the logo.
To communicate most effectively, a minimum space is to
be left clear of text, symbols, logos and other extraneous
graphic elements. The protection zone specifications are
proportionate to the logo and are derived from the height
and width of 1 square in the chequered band. A minimum
of one square on each side of the logo will contribute to
the legibility of the SBD logo. See below.
For different applications, the logo colours are
implemented in the respective colour systems.
For print – Pantone spot colours and CMYK
For electronic media – RGB (for screen) and hex
code (Web)
For other applications (e.g. silk screening of
fabrics), the Pantone colours can be used for
comparison
Pantone 661
C: 100
M: 69
Y: 0
K: 9
R: 33
G: 73
B: 145
Hex
#214991
Pantone 114
C: 0
M: 8
Y: 73
K: 0
R: 243
G: 223
B: 66
Hex
#f3df42
Member Companies and Accredited Companies will
ensure each reference to Secured by Design and any
use of the associated logos is at all times accompanied
by an acknowledgement that Secured by Design, SBD
and the Secured by Design logos are trademarks of and
are solely owned by ACPO Crime Prevention Initiatives.
Where a Member Company or Accredited Companies
becomes aware of any actual or apparent unauthorised
use of the Trademarks contained within this document
they may write to Secured by Design’s registered office,
attaching evidence of the alleged misuse. It shall be for
Secured by Design to determine the appropriate course
of action. No Member Company shall take any action
in their own name without the prior written consent of
Secured by Design.
Examples:
Member
Company
Logo
Use of trademarks by
Non-Member Companies
Where the Member Company supplies goods to another
company, the Member Company must ensure that
said company is aware of the terms and conditions
of this document and the Member Company’s licence
agreement with Secured by Design, including the
schedule that specifies which products are accredited.
No Member Company may sub-license any of the
Secured by Design trademarks.
Distributors, Retailers and Resellers of products that are
not accredited under the Secured by Design scheme can
reference a current Member Company’s membership
but need to clearly identify the SBD accredited Member
Company for proper usage. This means non-members
must include the actual member’s name, member’s logo
and product reference in their collateral.
The use of the SBD logos by non-members is limited to
‘Official Police Security Initiative’ version and is bound
by the conditions of use outlined below:
The Member’s logo must be displayed and the accredited
product name must be referenced in full
The SBD logo must be equal or smaller in size than
that of the SBD Member Company
The Secured by Design logo must be visually and
contextually clearly linked to the Member Company (i.e.
member logos and SBD logos must appear in the same
text boxes, be placed on the same background etc)
This spacing must be strictly observed.
All Non-Member companies displaying the SBD logo
are bound by the general logo conditions of use
outlined in this document
Manufactured by
<member company name>
Any Non-Member Company displaying the Secured
by Design logo or associated trademarks without
clearly identifying which supplier company and
product they relate to will be subject to legal action.
Secured by Design PR Guidelines
Secured by Design is now widely recognised by
professional audiences, and increasingly by consumers,
as a valuable mark of membership.
We have provided a short guide to help you promote
your memberships that makes the benefits of Secured
by Design clear. It will also help you to ensure your
own descriptions of the initiative are consistent with our
communications.
For any further questions please speak to the marketing
or administration team on 020 7084 8961 or email
generalenquiries@acpo-sbd.co.uk
Secured by Design key messages
The key messages provided below will help you talk
about Secured by Design and the value it adds to your
product(s) in media relations activity, and wider PR
and marketing. As a Secured by Design member, it is
important you use these messages on an on-going basis.
You may not need or have the opportunity to use all
messages in every piece of communication, but please
try to use message 1 wherever possible. Feel free to
combine messages as necessary, but please take care
not to alter the wording significantly.
[The name of your company] is a member of
Secured by Design, a flagship UK police initiative to
help ‘design out’ crime through the use of high-quality
innovative products and processes.
In order to achieve Secured by Design status, [the
product] had to adhere to the organisation’s rigorous
test standards.
Secured by Design is the only form of Police approval
for products in the UK.
The principles of Secured by Design have been
proven to reduce the risk of crime and the fear
of crime.
In West Yorkshire research demonstrated Secured
by Design award newly built developments are up to
75% less likely to experience crime.
In Glasgow, research demonstrated Secured by
Design refurbished developments are up to 63% less
likely to experience crime.
Conditions
Householders who aren’t offered security
recommendations after a burglary are 69% more
likely to suffer a repeat incident than those who are
offered advice.
The Association of British Insurers predicted that
In one year alone, some 700,000 burglaries could
be thwarted if appropriate security devices were
installed, representing an annual saving of more than
£1.97 billion.
When detailing your awarded status you may state
that:
The product is accredited by Secured by Design
The product meets Police approved standards
The product meets Police Preferred Specification
The company is a member of the Official Police
Security Initiative
That Secured by Design is owned by the
Association of Chief Police Officers (ACPO)
Secured by Design’s membership scheme currently
includes over 400 member companies whose
products have met the required standards.
Member companies may not suggest or imply that
their product has been accredited or approved by the
Association of Chief Police Officers (ACPO).
Secured by Design is owned by the Association of
Chief Police Officers (ACPO).
Wording
The London 2012 Olympic Park and the 2014
Commonwealth Games Village have both been
awarded full Secured by Design status.
For more information about Secured by Design visit
www.securedbydesign.com
Key principles when talking about
Secured by Design
As a member of Secured by Design we would appreciate
your cooperation with the following principles when
talking about the organisation and its work:
Please ensure you only reference Secured by Design
when talking about the specific product(s) approved
by the scheme. You must not give the impression
that all of your company’s products have achieved
Secured by Design status unless that is the case.
If you are planning to send out a press release or any
other broad communications about your membership
of Secured by Design, please send a copy to the
marketing and administration team.
If you would like to explore PR opportunities around
you company or product being awarded Secured
by Design, we may be able to offer extra support,
including quotes, Press Release on our website,
twitter, and inclusion to our newsletter. Contact our
Marketing Manager to discuss this, on 020 7084 891.
The trademarks terms are Secured by Design and
SBD. Wherever mentioned in any body copy, ‘Secured
by Design’ must be written as detailed below. The ‘by’
in Secured by Design should always be spelt with a
lower case ‘b’ whereas the abbreviation of SBD should
always feature upper case letters. No other styles or
abbreviations may be used.
Secured by Design
Secured By Design
Secure by Design
SBD
SbD
Secured by Design reserves the right to revoke the
license of any Member Company that fails to comply
with any one of the conditions set out in this document.
Any decision not to revoke a license due to lack of
compliance shall not prevent such action being taken on
a further occasion. It also does not prevent such action
being taken against another Member Company.
Member Companies are permitted to use the trademarks
in this manual on the clear understanding that all rights,
titles and interest surrounding said trademarks belong
absolutely to Secured by Design and all rights that may
accrue as the result of use of the trademarks by the
Member Company shall belong absolutely to Secured by
Design. The Member Company shall not apply to register
the trademarks or otherwise claim any rights in relation
to them.
Member Companies will not use trademarks in any way
which prejudices, impairs or dilutes the distinctiveness,
validity or goodwill in the marks or any other Secured by
Design intellectual property right. In this respect, Secured
by Design’s decision that use of the mark constitutes
such a state of affairs shall be final and binding on the
Member Company. No Member Company shall use or
register any trademarks, trade dress or domain names
identical or similar to the trademarks of SBD. No Member
Company shall challenge the validity or ownership of the
trademarks of SBD.
Trademarks contained in this document may only be
incorporated into a website or on any other online or
electronic documents and publications with the prior
written consent of Secured by Design.
Should a Member Company terminate their SBD
membership, fail to renew their contract or have their
contract be terminated by ACPO CPI, all logos and
references to Secured by Design must be removed from
the company’s website/s within 7 days and all written
material containing said references must be removed
from circulation and destroyed within 28 days.
www.securedbydesign.com
ACPO Secured by Design
First Floor, 10 Victoria Street
London SW1H 0NN
Telephone: 0207 084 8962
Facsimile: 0207 084 8951
Email: generalenquiries@acpo-sbd.co.uk