Control Techniques, a Nidec brand, has launched a new identity, marking the next stage in its evolution as a brand.
Customers, partners and employees will see a striking change in the brand’s visual identity, backed up by a comprehensive set of principles covering the business’ purpose, values and ongoing strategy. An entirely new suite of branded materials has been created, with the new identity touching every part of the organisation.
Pam Chahal, global marketing director, said: “It has been evident for a while that there was some confusion in the marketplace over who Control Techniques is, and where it stands in today’s competitive landscape. In recent years the business has changed ownership, which brought its own challenges, but we are now completely aligned and looking to the future.
“With the launch of our new identity, we took things back to square one and tried to answer the fundamental questions facing any organisation. The outcome of each stage informed the next, which has led us to the launch of this exciting new brand. Control Techniques has been active for nearly 50 years, so there was a lot of heritage we had built up. By focusing on our strengths, we have developed a bold new vision for the future of our organisation, confirming our position as a challenger to the establishment.
“It was really interesting in the development of this new vision how passionate our people were. The term ‘drives obsessed’ comes as a result of seeing the drive and determination of our people to empower our customers to achieve amazing things.”
Anthony Pickering, president of Control Techniques, added: “Control Techniques has, for too long, been the best-kept secret in the drives world. That must stop. We were the original drives brand, with a long history of industry-firsts. We have reason to shout, and reason to be confident. This exciting new identity will help us get people’s attention and put us back where we feel we belong.”
Reinstatement opportunity for ECSA registration
News
In 2023 the Engineering Council of South Africa (ECSA) announced a special opportunity for engineers in South Africa to reinstate their registration status if it had been cancelled. This exclusive offer is available until the end of August 2024.
Read more...From ground to compound: the journey of crude oil Wearcheck
News
You’re in for a ‘crude awakening’ when you download WearCheck’s latest Technical Bulletin. You will be treated to an in-depth explanation of the processes of producing oil, fuel and other petrochemical wonders that power our modern lifestyle.
Read more...From the editor's desk: Something completely different Technews Publishing (SA Instrumentation & Control)
News
The Africa Automation Technology Fair is around the corner, and RX Global is ramping up its efforts to make the 2025 exhibition one to remember. More information can be found in their advertisement ...
Read more...Inside the expanded plant at Fuchs Lubricants
News
Fuchs Lubricants South Africa recently introduced customers to its new expanded Isando facility. Manufacturing executive, Thami Mzolo says that it is the most efficient plant built and upgrade he has ever been involved with.
Read more...Justice Malala to talk at exclusive breakfast
News
South Africa’s economic recovery and industrial growth depend on policy reform and business innovation. Few commentators are better placed to explore these challenges than Justice Malala.
Read more...How to claim CPD points SAIMC Supplier Advisory Council
News
SAIMC makes it possible for you to claim CPD points for attending courses and technical meetings, or completing an online quiz on a SA Instrumentation & Control magazine.
printer friendly version