ABCO Security announces rebrand

Earlier this year, Bates Security, headquartered in Lexington, Ky., acquired ABCO Security, which is based in Eastern Kentucky. Now, ABCO Security is refreshing its brand with the same name. Jeremy Bates, company president, talked with Security Systems News about the rebrand and what it means for both companies.

“The whole … intent was to keep ABCO as its own separate business down there—support them as much as we could from the corporate office, but we wanted to maintain their brand in that area. They're very well know, very well respected. I've known them for years,” Bates said.

“The integration of their company into Bates Security has been great,” he continued, citing instances where the companies will help by servicing each other's accounts when needed.

The ABCO Security logo was recognizable for having “ABCO” in red, with “Security” below that in black, Bates said. In the brand refresh, both of these elements remain, but with a slight change to the font and putting the name in a yellow octagon, it shares elements of Bates Security's logo design.

Another element unchanged in the refresh is the company's tagline: “People who know, trust ABCO.”

Rolling out the new yellow octagon yard signs with all ABCO customers serves a dual purpose. “It just stands out a whole lot more, which is good for us for advertising, but it's also good for the customer as far as letting people know that they've got a top-notch security company protecting them,” Bates said.

The brand refresh also included changing the company's website, vehicles, graphics, communication and correspondence, “giving ABCO a very consistent look. So, it's more impactful to where people are noticing us more.”

The company has also started TV, radio and billboard advertising to reinforce the new appearance.

Bates said that the brand refresh “shows our dedication to ABCO security. It shows to the employees that we're serious about investing in the company to make it successful. It shows the customers that we are investing in the company to maintain the level of service that they are accustomed to. And, it shows to the community that we are investing in ABCO because we want to maintain and grow its reputation and its success in the community.”

The brand refresh was unveiled at a ribbon cutting ceremony on Aug. 13.