After 40 years, expansion into the USA created the desire for a brand review. The client considered the “P” untouchable – it remains a universally understood symbol for parking. However, we felt the visual recognition of the two letters within the symbol could be improved. This was achieved without affecting the strength of the P by simply continuing the vertical white stroke down and through the P to extract the letter i. The word IMPARK was also removed from inside the symbol. Something we would have been done anyway because of readability issues at smaller sizes. The company name was shortened and the existing typeface was retained. But we introduced a lowercase format to make the identity friendlier. Red was assigned to the “im” as a subtle link back to the original name: Imperial.