Problem

PAR Systems sought to visually integrate their I-STIR product line, a well-established brand in its own right, more closely with the overarching PAR brand identity. While recognizing the existing equity in the I-STIR name, the goal was to clearly position I-STIR as a sub-brand of PAR, ultimately driving customer focus towards the parent company. The legacy I-STIR logo, prominent across products, marketing, and even client publicity, lacked this visual connection to PAR and required a fresh, technically sophisticated aesthetic that conveyed innovation, massive scale, and an industrial trend-forward feel, all while adhering to PAR’s brand architecture and color guidelines.

Brand Design

Solution

With our partner Cimarron Winter, our approach centered on a logo redesign process that prioritized clear brand architecture and a modern, impactful visual identity for I-STIR. We developed multiple logo concepts that explicitly linked I-STIR to the PAR Systems logo, exploring lock-ups and visual cues that reflected the sub-brand relationship. These designs moved beyond previous iterations by embracing a fresh perspective that captured the highly technical and innovative personality of the brand. Color palettes were carefully selected to harmonize with PAR’s brand standards while avoiding the specified aversion to orange. The final approved logo was then refined and delivered in versatile formats suitable for diverse applications, from product plaques and signage to digital marketing and print collateral, ensuring consistent brand representation across all touchpoints.