PIREL is in its 30th year of existence—over three decades of innovation, growth, and helping businesses embrace digital transformation from ECM to ePayments and everything in their orbits. And yet, our logo is still the same one we started with. It has proudly carried us through the years, but let’s be honest—it sort of exudes a little bit of that 80s flair. Do you miss floppy disks? 😊
We decided that now is the right time to embark on a journey to refresh our identity. It’s a question of keeping with the times design-wise but also showing what PIREL is and will be about in the 21st century. Tackling this process naturally raises some fundamental questions: Who are we as a company? Where have we been, and where are we going? How do we present our value, and what impact do we create? And yes, even: How do we make society better?
I know—we came for a logo refresh and somehow ended up in an existential strategy session. Next thing you know, we’ll be giving a TED Talk on the meaning of life and fonts. 😊
It can get profound but on the lighter side, a logo can also be a reflection of the people behind it. That’s why we decided to include our employees in the process, inviting them to submit their own ideas for PIREL’s image.
As we sift through their creations, we’re also thinking about what some great minds in design have said:
📌 “A logo is less important than the product it signifies; what it represents is more important than what it looks like.” — Paul Rand
📌 “Design is the silent ambassador of your brand.” — Paul Rand
📌 “Logos are a graphic extension of the internal realities of a company.” — Saul Bass
📌 “The strongest logos tell simple stories.” — Sol Sender
📌 “A logo is the period at the end of a sentence, not the sentence itself.” — Sagi Haviv
This is where we are today: balancing expert wisdom with our own team’s vision of PIREL. Have a look at the wall that displays over 50 employee-submitted logos, each one a different take on who we are. They’re not the final answer, but they serve as powerful inspiration to a story still being written.
Are we halfway there? Not sure—but you should definitely stay tuned!
For those who have been through this type of journey, are there any lessons or insights you’d like to share?
