What does Equilibrium Risk mean?

Logo and Branding

Welcome back to the second in the series of blogs about us. In the first blog, Luke spoke briefly about who we are, and what motivates us a team; if you missed it you can read it again here.

In this blog, I hope to highlight more about Equilibrium Risk, the history behind the name, logo, and branding. I hope you enjoy it…

Our identity and branding are very important to who we are, our approach to security and our vision for the future.

Security is nearly always turned to something goes wrong, “what happened? Why hasn’t security dealt with it?”. It is often seen as the “enforcer” both within the organisation or externally, just as likely to inflame a situation than to diminish the threat. And when it comes to cutting costs, it is often the first port of call. These are all symptoms of a lack of understanding of the value of security.

Our outlook on security is different. Security, in our eyes, is about keeping a balance between risk and reward, between safety and danger, and being convenient and being secure. We wanted our company name to reflect that; equilibrium is that balance. It can be defined as:

  • a state of rest or balance due to the equal action of opposing forces.
  • equal balance between any powers, influences, etc.; equality of effect.
  • mental or emotional balance; equanimity.

The branding, as with the name, moves away from the confrontational. During our research, we found a shield or sword is common place within the security sector. Our ‘star’ is derived from the Order of the Garter Star, also used as the Capstar of the Coldstream Guards.

Our brand colours of Blue and Red are taken directly from the Regimental Colours of the Household Division: Blue Red Blue. In fact, you can often see members of the Royal Family wearing the famous Blue Red Blue tie. Dating back to before Charles I’s New Model Army, the Coldstream Guards are steeped in history and the brand colours are instantly recognised by serving and ex-members of the Armed Forces.

Despite our personal history, we had no desire to be labeled as ‘military security’ but rather demonstrate, reflect and convey that we bring our ‘military’ attributes of loyalty, integrity, courage, discipline, respect for others, selfless commitment and going beyond what is expected into our business life.

We feel that security and role of security is changing and we intend to spearhead that change.

If you would like to know more about us or want to find out how we can help with your security challenges, please feel free to get in touch.

Jason, Managing Director

Unfortunately, things didn’t go according to plan. You can read the next blog “Changing of the Guard” here.. After much work, things got back on track again, yuo can read the blog about what makes Equilibrium Risk different here.

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