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

Brenda Bynarowicz

Head of Customer Marketing and Growth