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Armor Holdings: The security of one brand

O’Gara-Hess & Eisenhardt is the world leader in vehicle armoring systems, protecting against ballistic and blast threats for over 60 years. The company armors limousines, SUVs, sedans, and commercial trucks for customers such as U.S. federal law enforcement and intelligence agencies, foreign heads of state, multinational corporations, high net worth individuals, and cash-in-transit operators. Acquired by Armor Holdings in 2001, O’Gara needed to integrate its culture and business operations with Armor’s other armored vehicles brands in Europe and Latin America such as Trasco and AMS France (formerly Labbé).

 

Challenge

While each brand had equity in its respective region, Armor Holdings wanted to create one unifying, global brand positioning. The brand needed to combine the strength and battle-tested heritage of O’Gara, which originally developed the Up-Armored High-Mobility Multipurpose Wheeled Vehicle (HMMWV) technology, with the affluence and prestige of the Trasco and Labbé brands. It had to appeal to diverse global audiences, including heads of state, multinational corporations, and prominent private citizens.

Solution

Landor developed a unifying positioning focused on a strong and prestigious heritage, global penetration, and commitment to R&D. The name Centigon rhymes with Pentagon and is coined from sentry and century, suggesting protection and heritage. The Diamond Shield mark was inspired by the strength of a diamond, the personal protection and agility of chain mail armor, and the mobility and performance of a luxury car. Luminescent and prestigious, it communicates the functionality of layers of protection. Launched in 2005, Centigon achieved $140 million in sales for fiscal 2005, a 12 percent increase over 2004.

The design incorporates layers of color and has inspired a rich visual identity system with compelling patterns and shapes.


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