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.”
Read more...Experience ICRA 2026 right here in Gqeberha, South Africa
News
The IEEE International Conference on Robotics and Automation (ICRA) is the largest robotics, automation, artificial intelligence, and manufacturing conference in the world. You can experience the premier keynote and plenary presentations in Gqeberha.
Read more...Elevating artisanal skills is key to revitalising South Africa’s economy ACTOM Electrical Machines
News
We need to challenge the stigma attached to artisanal and technical careers, and we also need a mindset shift supported by the schooling system so that young people understand future career pathways, choose subjects accordingly, and recognise that artisanal and technical skills carry equal value in a modern economy.
Read more...From the editor's desk: A little bit of magic Technews Publishing (SA Instrumentation & Control)
News
Whatever your view is of America today, the Artemis II mission showed the world that it can still deliver moments of wonder. For a few days, the chaotic headlines gave way to something more. Who could ...
Read more...Woman of Stature Awards South Africa
News
In a powerful recognition of excellence in a traditionally male-dominated industry, Thabisile Phumo won the Woman in Mining and Engineering award at the 2026 Woman of Stature Awards South Africa.
While every effort has been made to ensure the accuracy of the information contained herein, the publisher and its agents cannot be held responsible for any errors contained, or any loss incurred as a result. Articles published do not necessarily reflect the views of the publishers. The editor reserves the right to alter or cut copy. Articles submitted are deemed to have been cleared for publication. Advertisements and company contact details are published as provided by the advertiser. Technews Publishing (Pty) Ltd cannot be held responsible for the accuracy or veracity of supplied material.
printer friendly version