Founded in 1970 and headquartered in Cleveland, Ohio, Mace Security International, Inc. is well-known for producing and supplying security and personal safety products under the Mace® brand. Since its inception, Mace® has been a reputable name in personal defense sprays and has steadily expanded its range to offer a vast array of superior security products. The company distributes through mass market stores, wholesale distributors, independent dealers, e-commerce sites, and installation service providers, supporting its products with warranties and instructional initiatives.
Mace’s new logo and brand identity honor the company’s history while adhering to modern design principles. The revised logo features a halftone pattern emanating from the letter “M,” subtly suggesting that spray is a key component of the products. This dynamic graphic element implies movement and action, aligning with the brand’s emphasis on personal security and defense.
The new logo, produced in a sleeker, more contemporary typeface, represents a significant upgrade. While personal safety goods can often seem generic, the halftone spray effect adds visual appeal and helps the brand stand out. Using a sans-serif typeface improves legibility, making the brand name clear across various media and giving the design a polished, uncluttered appearance.
However, the packaging design appears more like a lateral move than a noteworthy advancement. The new design features a halftone spray pattern in the background, varying in color depending on the product variety. While this creates visual interest, more effort is needed to improve the packaging’s clarity and overall information hierarchy. In a store setting where customers make quick purchase decisions, the packaging must convey the product’s qualities and benefits.
One major challenge for the brand has been balancing its identity with the fact that “mace” has become a generic term for pepper spray products. The company has struggled to achieve the same distinctiveness as brands like Kleenex or Band-Aid, which have maintained strong brand identification despite their names becoming synonymous with their respective product categories. This rebranding initiative addresses this issue by developing a more recognizable and unified visual identity.
The new visual identity extends beyond the logo and packaging to various marketing and promotional materials. The consistent use of the halftone pattern across these materials creates a unified look and feel, enhancing brand recognition and reinforcing brand identity.
The brand’s colors remain bright and polished, exuding dependability and trust. Color is intended to evoke security and safety, crucial to the brand’s identity.
While the new brand identity and logo represent a significant step forward regarding contemporary style and visual appeal, there is still room for improvement. The packaging’s clarity and efficacy need enhancement to convey product information effectively to customers. Additionally, there is an opportunity to delve deeper into the brand’s story, better communicating themes of safety and empowerment in marketing materials.
The brand’s development reflects the company’s continuous dedication to producing top-notch personal safety gear. The new visual identity is a foundation for future growth and innovation as the brand adapts to shifting market and customer expectations. By building on this new brand and refining its messaging and packaging, the company can solidify its position as the industry leader in personal safety and security.
