Welcome To The New CashWizard

Welcome to the new CashWizard blog!  My name is David Lazier, and I am President of the American Security Products Company (AMSEC).

We look forward to sharing ideas with you in this space that add value to your business.  We are fortunate to work with many great companies, large and small.  They inspire us each day to deliver at the highest levels.  We will be sharing their stories on achieving breakthrough results, along with other insights related to Cash Management, Asset Protection and Technology.

First, I would like to share the story of our new CashWizard smart safe and how its revolutionary design was developed in partnership with our customers.

At AMSEC, we have been making safes for almost 70 years.  Our company started in 1946, and since then, we have been protecting the cash of leading retailers with the most secure and reliable safes available.

We are not only proud of our rich history, we are also innovating new products for the future.  In developing new products, we always start by listening to customers.

When talking about smart safes, we consistently heard that customers wanted a more reliable and secure solution that had full-featured connectivity.  Customers wanted to be able to administer their fleet of smart safes through a variety of devices, like their desktop computer, smart phone or tablet.

And that is how the idea of the CashWizard was born.  We heard what people wanted and knew that with our rich legacy and intimate knowledge of the industry, we would be able to answer the call.  We assembled a leading team of more than 25 hardware and software engineers and developed a breakthrough product that will change the way you think about cash management.

The CashWizard family uses state-of-the-art technology to automate processes and manage data.  It allows retailers to manage cash with unparalleled security, accuracy and connectivity.  CashWizard delivers on our passion and commitment to bring only the best to our industry.

You can learn more about the new CashWizard on this site and please look forward to more updates from the AMSEC and CashWizard teams!

The New American Standard

Creating a new brand identity can be a polarizing exercise. Something that speaks so closely to the soul of an organization is bound to elicit many responses and challenges. It has to be right.

When it is the first major brand update in 28 years for an industry leader, the stakes are raised even higher.

There were many factors to consider when the project team embarked on developing a new brand identity for the American Security Products Company (AMSEC).

AMSEC has been protecting the assets of residential and business customers for more than 65 years. It is an organization that prides itself on quality. Strength, Security and Reliability are all hallmarks of the AMSEC brand.

Headquartered in Fontana, CA, AMSEC is also an industry pioneer in design and engineering. The new identity had to reflect Technology and Innovation in the digital age.

And there was the iconic AMSEC eagle, an element that has been featured on residential safes for many years and has become associated with the brand in a deeper way, representing the organization’s great commitment to Service.

“We wanted to create a heroic icon,” said Reuben Miller of Dallas-based PullPin Studios, who was the lead designer on the project. “One that communicates strength and agility in the digital age. The new AMSEC identity represents a global protective force that has the strength and speed to protect assets in multiple locations at once.”

Strength. Security. Technology. Reliability…and an iconic Eagle. All of these elements are prominently communicated in the new brand identity for AMSEC.

It features a bold new AMSEC typeface, along with an evolution of the primary blue colorway and the words “American Security” confidently displayed in gray. A distinctive, modern AMSEC Eagle icon soars above the lettering. The new eagle is an inverted “A” representing the “American” title.

The unveiling of the new brand identity coincides with the introduction of the innovative AMSEC CashWizard smart safe product series. Both represent the bold future of AMSEC in distinct ways.

With its advanced analytics and legendary AMSEC production quality, the CashWizard is leading a revolution in the smart safe industry focused on empowering customers and business. Learn more about CashWizard smart safe products.