What motivated us at ISR to revamp our image, what the new design entails, and why ISR is making a statement, especially in times of COVID-19.
ISR in transition: A review
It is in the nature of things that ISR, as an organically growing company, is constantly changing—and not just now in times of Covid-19. ISR's focus has shifted over the last few years:
- We have expanded our range;
- New customers brought new requirements
- We constantly monitor and evaluate innovative software, tools, and platforms that have the potential to significantly change the IT market.
In addition to these external influences, a lot has also happened internally: a new location has been established (Frankfurt/Main) and business premises have been expanded (Hamburg and Münster). The next big step is the relocation of the headquarters in Braunschweig in summer 2020. And, of course, new employees and entire teams have joined us. Last but not least, we have become increasingly digital in the way we work.
Change in communication
Digitalization is not only changing our customers' business models and our own portfolio, but also the way customers communicate with each other and with brands. Whereas brands used to present themselves in one-way communication, customers, applicants, and employees now engage in an informed dialogue. This creates greater transparency, making attractive, consistent, and cross-media brand communication essential.
CHANGE IN ISR'S BRAND IMAGE
The new corporate design
A corporate design should therefore be recognizable and reflect change. Neither of these things was possible with the previous ISR logo. Cross-media reproducibility was difficult, and it was no longer possible to create a modern, uniform image.
After more than 20 years, we decided to give the design a fundamental update.
Many details reveal that the individual components of the logo have been very carefully thought out.
As an essential component of the logo, the ISR WORD MARK has been given more space to unfold in the new design and a sans serif font that is more contemporary and confident.
The complementary element of the LOGO highlights the significant step forward that the design represents. A total of 20 spheres were used in the previous logo. The resonant message of the spherical shape, suggesting completeness and perfection, as well as their arrangement in a kind of "network," worked well. However, the previous logo did not have a good long-distance effect; it was arbitrary and static in itself. In the new logo, a very minimalist approach was chosen with two spheres that open into circles. The quarter circles relate to each other and create a simple lightness through their new form. In this way, we have preserved part of our history and at the same time given a confident image element a positive boost.
The fact that two circles were chosen is also no coincidence. It is intended to reinforce the statement that at the core of ISR's actions there is always
- Technology and people;
- Technologies and consulting;
- IT and users,
that complement and reinforce each other.
This duality is also reflected in the new IMAGE WORLD. The "shared images" consist of a natural and authentic-looking side that focuses on people. The image is complemented by a technical side that represents the modern and minimalist virtual, digitalized world. The human motif continues in the digital world and tells a story that is completed by a layer in corporate blue. Last but not least, the corporate COLORS are a significant component of the design. The early ISR petrol blue has been reduced for a more modern look. In addition, an intense blue and a light turquoise appear as harmonizing primary corporate colors. White areas maintain lightness, and a warm orange serves as an accent.
We are setting an example. Right now!
In the socially and economically difficult times of the coronavirus crisis, it is all the more important to look positively toward the future. For us, it is the perfect time to question ourselves and our direction. We are proud and happy that ISR stands on very stable foundations in these special and difficult times. We are setting an example to look to the future with confidence and optimism.
The well-thought-out branding relaunch manages to achieve a contemporary evolution that retains the core of the brand. The design is significantly fresher and works well in the digital environment, as demonstrated by the launch of our new website atwww.isr.de.
Our employees are very much looking forward to approaching customers, suppliers, and partners with the new branding. We are now eager to hear your feedback, which you are welcome to send to the marketing teamby emailor via oursocial media channels.
Right now, we are – as always – reliably there for our customers and partners to provide you with the best possible support. So that we all keep smiling, despite the crisis.
Would you like to see the whole thing in motion?
Jenny Dornberger
Team Lead
Corporate Marketing
marketing@isr.de
+49(0)151 422 05 250
