ALSOK's Rebranding Journey
On July 16, 2025, the security industry giant, previously known as Sogo Security Assurance Co., Ltd., officially changed its name to ALSOK Co., Ltd. This strategic rebranding marks a significant milestone in the company’s evolution, as it aims to redefine its identity and value proposition in the security sector and beyond.
For over 60 years, ALSOK has dedicated itself to providing safety and security solutions, earning a vital spot in the realm of private security. With this name change, ALSOK envisions expanding its services and establishing a strong presence in various business domains, making it synonymous with reliability and safety.
As part of the rebranding effort, ALSOK has introduced a compelling new brand slogan: “ALways OK,” which encapsulates their commitment to ensuring peace of mind for their clients. The new slogan will serve as a beacon of assurance and reliability as ALSOK continues to diversify its offerings.
A Fresh Look: Uniforms and Vehicles
One of the critical components of this branding initiative is the redesign of the company’s uniforms and vehicle designs. These changes aim to create a cohesive and recognizable brand image across all touchpoints. The new designs reflect ALSOK’s core values—strength, integrity, and warmth—and are intended to resonate with both employees and customers alike.
To further enhance brand awareness, ALSOK has developed a catchy jingle that succinctly conveys the company’s message. This strategic move is designed to capture public attention quickly and effectively through commercials and various media channels, thereby increasing the recognition of the slogan “ALways OK = ALSOK.”
Introducing Nyarusok: The New Mascot
In an exciting addition to this rebranding campaign, ALSOK has unveiled a new mascot named “Nyarusok.” This character is a charming embodiment of the brand, designed to engage the audience through social media platforms and the company’s dedicated rebranding website. Nyarusok will be showcased across multiple channels, inviting fans to connect with the brand on a more personal level.
From July 16 to July 31, ALSOK will host a campaign on its official X account (@ALSOKnow), where fans can follow updates about Nyarusok and the rebranding process. This initiative aims to foster a community around the ALSOK brand and increase engagement among customers.
Commitment to Future Growth
The rebranding is not merely a change of name or logo; it symbolizes ALSOK's commitment to evolving and adapting within the security landscape. As ALSOK continues to innovate, the company aims to be at the forefront of ensuring safety worldwide while diversifying its offerings to meet the future's needs.
To discover more about ALSOK’s rebranding journey and its new character Nyarusok, visit the official rebranding site
here and follow ALSOK on
X. Join in on their journey to redefine security and safety, embodying the ethos of “ALways OK.”