Brand Guidelines

Our Intent

Target Intent

We don’t market to “gun owners,” we speak to the responsibility behind owning a firearm. We meet people where they are and give them a better option, because you shouldn’t have to choose between readiness and safety.

Target audience

We don’t think in terms of “target audiences.” We think in terms of responsibility and how people actually live with firearms.

Everyone has someone they don’t want accessing their firearm, kids, guests, family, or anyone who shouldn’t have it. That reality hits differently for everyone, but it’s why this exists. Our founder felt it the moment he became an uncle and realized the standard options didn’t match real life.

About Our Brand

The Positioning Statement

Most safety products force a tradeoff:

Lock it up and slow yourself down, often leaving it locked in a safe down the hall, or keep it accessible and hope for the best.

We know that’s not good enough, so we built something different.

B.O.S. Lock is built for real life, something people will actually use, improving the tradeoffs gun owners have accepted for too long.

It’s not about adding friction.
It’s about making a better standard.

Key Messages

Secure from curious hands. Ready in an instant.
No keys. No codes. No hesitation.
Real safety doesn’t slow you down.
Control access without giving up readiness.
Built for the firearm you actually rely on.

Brand Statement

We believe the people trusted to protect life should never be forced to choose between being prepared and being responsible.

For too long, that’s been the reality. Lock it up and slow yourself down, or keep it accessible and hope for the best. Most people don’t feel great about either option, but they’ve learned to live with it.

We didn’t.

B.O.S. Lock was built to change that. Not as a concept, but as a real-world solution for the firearm people actually rely on, the one within reach, the one that matters when seconds count.

This is about more than a product. It’s about creating something people will actually use. Something that fits into real life, protects against curious hands, and stays ready the moment it’s needed.

Our founder felt this firsthand when he became an uncle and realized the standard options didn’t match the responsibility he now carried. That moment became the foundation for everything we build.

We’re not here to tell people how to think about firearms. We’re here to support the responsibility that already exists, by giving people better tools to live up to it.

Because access to protection should never come at the expense of safety, and safety should never come at the expense of readiness.

That’s the standard.

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.