Control Techniques unveils bold new identity

November 2020 News

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.”

For more information contact Jacqui Gradwell, Nidec Industrial Automation Southern Africa, +27 11 462 1740,,


Share this article:
Share via emailShare via LinkedInPrint this page

Further reading:

From the editor's desk: Is additive manufacturing poised to go mainstream?
March 2021, Technews Publishing (SA Instrumentation & Control) , News
As digital manufacturing technology pushes its way further towards the production floor, additive manufacturing (3D printing) is emerging as a viable option to complement the more traditional methods ...

A new generation of sensors for liquid analysis
May 2021, Endress+Hauser South Africa , News
Endress+Hauser introduces the next generation of Memosens digital technology for simple, safe and connected liquid analysis.

Siemens and Google Cloud to co-operate on AI-based solutions in manufacturing
June 2021, Siemens Digital Industries , News
Siemens intends to integrate Google Cloud’s data cloud and artificial intelligence/machine learning technologies with its factory automation solutions to help manufacturers innovate for the future.

BMG hydraulic solutions for all sectors in KZN
June 2021, Bearing Man Group t/a BMG , News
BMG’s Regional Service Centre in KwaZulu-Natal provides engineering solutions designed to optimise productivity for all customers.

Rockwell Automation and Comau partner to simplify robot integration
June 2021, Rockwell Automation , News
Rockwell Automation and Comau have announced that they are joining forces to give businesses worldwide vital tools to maximise manufacturing efficiencies through unified robot control solutions.

GirlCode and RS inspire the next generation of female coders
June 2021, RS Components SA , News
More than 50 female learners and their teachers were recently invited to attend a day of inspiration, technology and fun.

Endress+Hauser holds its ground despite the pandemic
June 2021, Endress+Hauser South Africa , News
Endress+Hauser weathered the 2020 pandemic year well. The Group created new jobs and expanded its global sales and production network.

Africa’s most advanced perlite facility
June 2021 , News
Percolite producer Pratley has a dedicated, state-of-the-art filter aid production facility that represents the most advanced plant on the continent.

Optimising buildings for low-occupancy
June 2021, Schneider Electric South Africa , News
For building managers, facilities managers, owners and operators, having buildings at low or zero occupancy for extended periods of time, means a significant change in operating requirements and a need to adjust building systems accordingly.

Hitachi ABB Power Grids launches EconiQ
June 2021 , News
The EconiQ portfolio of products, services and solutions contributes towards a carbon-neutral future and accelerates the green energy transition