Why Did We Rebrand? An Interview With Gordon Styles

We have just rebranded to Star Rapid, a change that coincides with the expansion of our facilities. Find out what Star’s founder and president, Gordon Styles, has to say about why we changed our name to Star Rapid.

Star Rapid new banner for the company rebrand

Q: After ten+ years of successful business as Star Prototype, why is the name changing, and why now?

A: First, we found that the word prototype in our name had a tendency to advertise ourselves as solely a prototyping company, when in fact that’s not the case. We do make quality rapid prototypes, of course, and will continue to do so. But that’s an increasingly smaller percentage of our business.

Now more than ever, we provide customers with low-volume manufacturing services and batch production. Many of our customers choose to produce smaller quantities because of the range of benefits to be had and so as a result our company has evolved to fulfill that growing need.

Q: Why is the word “Rapid” in the new name?

A: Everything we do is rapid, from providing quotes to prototyping new ideas to production of parts and delivery. We felt it was time for our name to accurately reflect who we are now and where we want to go. And rapid is very much part of our core company mission, more than ever before. We want to provide high quality parts, rapidly.

Star Rapid rebrand launch
Showing off the new brand to all our colleagues.

Q: So why keep the “Star” part of the name?

A: The word Star represents ideas embodied in the TV show Star Trek. We originally chose this name because I loved the idea that we can build a better meritocratic future by combining technology with enlightened human values, which is where Star Trek was really revolutionary. This hasn’t changed. We still strongly believe that. Therefore the name Star stays.

Q: Why did you choose the new logo?

A: We had a stylized “star” logo before but for the new name we wanted to create a new style that looks modern, high-tech and global since that is very much who we are and who we will continue to be.

Learn more about our rebranding journey

Read more about why we changed our name from Star Prototype to Star Rapid in our recent blog post. If you are a current customer you might find our rebranding Frequently Asked Questions useful too. As always, contact our friendly team if you have any more questions or if you’d like to start your next project.

Gordon Web, founder and owner of Star Rapid
Founder and Owner Gordon Styles


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