Case Study: SimpliSafe builds a warmer, more recognizable brand identity with Pentagram

SimpliSafe becomes the yellow brand with Pentagram

SimpliSafe, a leader in smart home security, faced the challenge of low brand awareness and visual indistinguishability in a market saturated with similar blue-branded competitors. They partnered with Pentagram to develop a new brand identity system that would help them stand out and be remembered, ultimately aiming for the top spot in unaided brand awareness.

Pentagram created a comprehensive rebrand centered around a unique "Safety Yellow" color to instantly differentiate SimpliSafe. The solution included a warm, custom-drawn wordmark, a cohesive typography system, and ownable iconography. This new visual identity successfully captured the brand's human differentiator—the people behind its 24/7 support—and resulted in a unanimous positive internal response. The new packaging and assets now grab customer attention from afar, propelling the brand confidently into the future.

SimpliSafe