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Finding your identity within a new family


IAR Systems is a Swedish computer software company,  offering developer tools for embedded systems. Founded in 1983 the company have a long history for heir main product - IAR Embedded Workbench, a development environment for C/C++ supporting over 30 different processor families. In their communication, Embedded Workbench has long been synonymous with IAR Systems. To strengthen communication and make room for more products in the future, IAR decided to give their main product an identity and logotype of it's own.

Embedded Workbench needed a strong identity, without alienating the already existing users. IAR wanted to emphasize the technical strength of the product – and at the same time communicate higher meaning. They wanted to show the true impact all lines of code written in Embedded Workbench actually have on our lives From the small day to day products – to groundbreaking technical innovations.


The new identity for Embedded Workbench consisted of:

  • Brand identity
  • new logotype
  • Application guidelines

The new logo and identity for Embedded workbench lifts the core functionality and strength of the product, with a roadmap for a growing product family. The new identity includes guidelines on how to use copy and imagery to create stories from all aspects of lives, showcasing the true impact of the developers work.


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