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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.

Check out Fiix website

Deliverables

  • Brand identity
  • Product design
  • Brand materials
  • 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.

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Color

Our colour palette unifies elements across our brand, expresses the Fiix company personality and sets us apart from our competitors. 

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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. 

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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.

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2D SHAPES

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GEOMETRIC PATTERN

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BEST PRACTICES

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