Convergence Identity System

Brief: Rockwell Automation, a leading manufacturer of machine parts, wanted an identity system for its new campaign that simply explains the entire product line and marketing strategy. The outside influences on Rockwell's customers were condensed to four "drivers", and Rockwell's product line was paired down to four "disciplines" that customers could use to combat the drivers. (for instance, relay technology might fit under "communication", to help customers control factories located across the globe, or "globalization")

The final mark uses color and shape to represent these eight elements, and breaks down into separate icons that can be used to label products.

(The third thumbnail shows the ideas we started with before refining into the finished Convergence mark)