Fiix by Rockwell Automation Brand Identity
In FY23, one of our paramount objectives was to implement a logo change for Fiix by Rockwell Automation. This transformation was strategically designed to seamlessly integrate Fiix into the broader Rockwell product ecosystem while simultaneously preserving brand recognition and Fiix's unique identity and tone of voice.
As the leader of this initiative, I took on the responsibility of ensuring team alignment and orchestrating the necessary scheduling changes to execute this endeavor successfully.
Deliverables
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Brand identity
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Product design
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Brand materials
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Marketing Collateral
Director/Designer
Minsoo Seo
Year
2023
Logo
The Fiix logo sits side-by-side with the Rockwell Automation logo. This represents our connection to Rockwell and dedication to expanding human possibility by delivering over 100+ years of expertise and a network of hardware and software trusted by millions.
Color
Our colour palette unifies elements across our brand, expresses the Fiix company personality and sets us apart from our competitors.
Gradients
Typography
One of our seminal company principles is that everything we create should be simple to use. This also applies to our typography. We have selected a typeface, Sofia Pro, that is friendly, easy to read and easy to apply across all applications.
Graphic elements
There are several other graphic elements that make the Fiix visual identity look and feel unique.
They are 2D shapes, patterns, product showcases, and photography.
2D SHAPES
GEOMETRIC PATTERN
BEST PRACTICES