Madrid, 12 November 2020 - Prosegur is launching its new corporate identity with the aim of reflecting the transformation that the company is undergoing and showing its vision as a leader in the security sector through innovation. The new identity also aims to strengthen the commitment of Prosegur with the safety of individuals, businesses and society at large.
This aspiration has been translated into a new company purpose: "To make the world a safer place a safer place, taking care of people and businesses while staying at the forefront of innovation". In addition, the company has emphasised its way of doing things and the fundamental role played by the different teams by updating its values. 
Under the principle "We care about each other", Prosegur shows its determination to protect society by focusing on anticipation, prevention, innovation and collaboration. In addition, "We think positive", inspires a learning model that looks to the past to obtain the necessary impetus to guide decision making in the future, in a constructive environment that enhances team achievements and learns from mistakes. Finally, "We are unstoppable", to anticipate new challenges and continue to move towards a better world, where technological progress and continuous improvement of processes will provide a safer and more efficient environment.
This change is also driven by the strong pace of growth of the company in recent years and the huge evolution of the solutions it offers. Prosegur’s services are increasingly digital and innovative and have the reassurance of being provided by a company that is a reference in the industry, synonymous with quality and responsibility.

New visual identity

The company has `evolved´ it´s visual identity, simpler and more adapted to digital environments, to reaffirm its commitment to the transformation process towards a more agile and global organization. At the same time, the company has redesigned its brand architecture to simplify it and ensure greater coherence of the business lines as a whole and between each other. In addition to the Foundation, the company has five different business lines under Prosegur’s corporate brand: Prosegur Security, Prosegur Cash, Prosegur Alarms, Prosegur AVOS and Cipher.

Purpose and values

At Prosegur we make the world a safer place, taking care of people and businesses while staying at the forefront of innovation.


We care about each other

We are passionate about protecting others, whether that means clients, the planet or our colleagues.
We work for people to feel at peace within their physical and digital environment, willing to make an impact in their lives and careers.
We foster empathy and transparency for the sake of collaboration and efficiency.


We think positive

We believe in emphasising positives, not dangers. We don’t play on fears to get our own way.
We only look back if it is to propel us forward. We learn from our mistakes and provide constructive feedback.
We are proud, not arrogant. We are not afraid to state where we excel and are always thrilled to celebrate success and honor our heroes.


We are unstoppable

We are always in beta mode. We never say: ‘no, this can’t be done’ without suggesting an alternative.
We keep our feet on the ground, our eyes wide open. There is always a better, safer and more efficient way to face a challenge. There are always more questions to ask and more innovative solutions to provide.
We combine our proven track record and the latest technology to keep pushing, not only ourselves, but also the industry forward.

For more information on Prosegur’s new purpose and values, please click here.