Brand Guidelines

Our Intent

Target Intent

Target the sub-groups of gun culture based around their emotional relationship with ﬁrearms to get the consumer to identify with the product specifically and the solutions we can give them.

Target audience

Tactical Shooter, Military Vets, LEOs, EDC Mother, Single, Female
Families with Children
First-Time Gun Owners

About Our Brand

The Positioning Statement

Empowering individuals with cutting-edge biometric gun lock technology, B.O.S. ensures the safety and security of your loved ones. Our products redefine safety by striking the perfect balance between accessibility and protection for responsible gun owners. Trust in our biometric gun locks to provide a reliable defense that fosters a secure environment for your family, where safety knows no compromise.

Product Reference Words

Safety
Protect
Trust
Peace of mind
Reliable
Confidence
Empowerment
Responsible
Convenient
Rapid

Key Messages

PROTECT WHAT MATTERS MOST B.O.S Locks: Where safety meets accessibility.
LOCK-IN YOUR PEACE OF MIND Redefine protecting what matters most with our biometric gun locks.
PROTECTION IS NOT JUST A FEATURE, BUT A COMMITTMENT Elevate security confidently with cutting-edge biometric gun locks.
B.O.S. UP, LOCK IN With a biometric gun lock that redefines security.
SAFETY UNLOCKED, SECURITY SIMPLIFIED Powerful protection that meets streamlined agility.

Brand Statement

We firmly believe that those capable of safeguarding lives bear a responsibility to do so. Our mission is to support and champion the firearms community through innovation, execution, education, and our voice. At the core of our identity lies a profound commitment to ensuring the safety of future generations by offering convenient solutions for responsible and secure gun ownership.

Inspired by our founder’s query, our biometric firearm safety device was designed to fill a void in the market, providing a steadfast guarantee of security without compromising accessibility or speed. Acknowledging the pressing need for an enhanced solution to empower responsible gun owners, the B.O.S. Lock serves as a sophisticated tool, enabling firearm owners a way to securely store their weapons with the utmost confidence that only authorized users can access them.

Our dedication to the values of the community is deeply ingrained and we assert that no individual should be left without the means of self-defense. Through our products, and steadfast adherence to these principles, we actively champion responsible gun ownership, reinforcing the idea that access to self-defense should be accompanied by a commitment to safety and security.

The Dont’s

It’s important to approach language surrounding the B.O.S. Lock product with sensitivity and neutral language through understanding the diverse perspectives within the gun debate. Ultimately, using neutral language and avoiding specific terms will help us to avoid polarizing the company and alienating future buyers. Download the full brand guidelines for more details.

The Logo

Given the significant influence of the logo on customer perceptions, it’s imperative to strictly adhere to the predefined specifications. This ensures consistency in its presentation and application.

All reproductions of the B.O.S. Lock logo must employ official artwork. Any alterations, distortions, or attempts to recreate it using standard typefaces are strictly prohibited.

Download the logo and all variations at the link above.