When creating any materials for the brand, please refer back to the manual and use the provided assets.
Ethics
Determination
Excellence
NSSG’s personality sits at the intersection of serious and friendly, and of authoritative and comforting.
01.
We operate where others can’t.

02.
Ethical pricing policy
Why → The Vision
How → The Mission
What → The Business
NSSG’s brand persona is a Chief Security Officer with a people first mindset.
The brand uses raw, honest and transparent commercial messages, which instantly set a well defined tone of voice.
The only version of the company’s name is NSSG.
Always write the name with capital letters if possible, since it’s an abbreviation of North Star Security Group.
The name was connected and still is within history enthusiasts to the role that the North Star (Polaris) had for the sea crews before the compass was invented. Their entire guiding system was based on the North Star’s location on the sky and, in comparison to other points on the sky used for measurement, they knew how to stir the vessels to reach their destination. Its importance grew as during challenging times, cloudy weather or light storms, it was the only star that had the light strong enough to still offer guidance for the sea travelers.
This fits perfectly with NSSG’s promises: we do operate where others can’t and we do operate in the most challenging environments and situations.
The tagline is clear and empowering.
We operate where others can’t.
The domain is concise and rememberable.
The official domain of NSSG is nssg.global.
Campaigns, landing-pages or any other brand extensions will be build on this domain.
Example: nssg.global/support-card
Focus on the solution, not on the problem.
- The safest possible place. Anywhere.
- Your business is in good hands.
- Risk management solutions for unstoppable businesses.
- Risk management solutions for bold business minds.
Be confident and generate trust.
- We got this, we’ve been here before.
- When it comes to business, we don’t believe in “unexpected”.
- We handle the risks so you can focus on business.
- A business is made of choices. We’ll help you with the sharp ones.
Offer the audience your because.
- Local network, global know-how.
- Operation capabilities in more than 100 countries.
- Ongoing tailored solutions.
- We take business risks as challenges. Bring it on.
Give real context so people can relate.
- Tactical evacuation plan for an NGO’s crew in Afghanistan.
- Corporate event security management in Cairo, Egypt.
- COVID-19 Pandemic Support Services for a Global IT Company in Egypt.
- Journey Management for a multinational professional services company in Saudi Arabia.
The bespoke wordmark is a suitably strong logo for the next generation of security services.
The NSSG logo story
Logo lockup
Logo scaling
Logo placement
The vivid color palette conveys the sense of urgency and determination at the heart of the brand.
Brand Colors
Dusty Air
Dry Rock
Burnt Coal
Digital Sky
Usage Proportions
The typefaces are a reflection of the brand’s assertive philosophy, aiming for optimized readability across all devices and mediums.
Header: IBM Plex Sans
Body Text: Sora
Hierarchy
NSSG offers peace of mind to businesses operating in challenging environments.
We enable business flow in challenging markets by providing dependable global security solutions.
A business is made of choices. We’ll help you with the sharp ones.
We develop trusted relationships with our clients and they become our long term partners.
Font Pairings
This is the Main Heading
This is the Secondary Heading
This is the Main Heading
This is the Third Heading
This is the Main Heading
This is the Fourth Heading
This is the Secondary Heading
This is the Third Heading
This is the Secondary Heading
This is the Fourth Heading
This is the Secondary Heading
This is the Third Heading
This is the Fourth Heading
This is the Third Heading
This is the Fourth Heading
The use of photography helps NSSG in telling personal and relatable stories in a highly impactful manner.
Challenging Environments


Urban Places






Meeting Places




Media-neutral but digital at
heart, the pattern enables consistent staging of the brand across all customer touchpoints.
Pattern Concept
Technical Accuracy
NSSG pays close attention to the technical aspect of the brand as well. In doing so, every bit of information is accurate and relevant to the military/security industry.
When creating a pattern for any NSSG material that contains a set of information and codes, the list below will be used as the only reference.
COA
AO
JSOC
HVT
HUMINT
OSINT
MDMP
DOP
SOP
DZ
ID
TF
FAK
ORM
IFF
TOC
SA
SAR
C3
GSOC
ROE
C3i
ISR
SITREP
Pattern Applications
The pattern is highly flexible and customizable, making it easy to apply to a wide variety of materials and formats. It can be applied to plain backgrounds as well as photographs. Additionally, the pattern is able to accommodate text or to perform on its own.
When the pattern is combined with text it’s safe to refrain from using any extra, unnecessary information as part of the pattern, to avoid a busy and confusing composition.




The dynamic grid system contributes to the brand’s expression capability.
Divisions of three
Gutters and margins
Grid Application
The NSSG layout offers flexibility in combining text, imagery and patterns in a consistent manner.
Layout Structure
Layout applications








The collaterals are purely a seamless combination of the presented rules.





