Mining for a New Identity - Siegel+Gale

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Case study | Ingersoll Rand

Mining for a New Identity An identity forged through mergers

Services we provided + Research + Brand development

From its origin through the mergers of three rock-drill manufacturers at the turn of the twentieth

century, Ingersoll Rand had grown into a multibillion dollar, globally diversified industrial corporation.

Logo design

Dozens of additional mergers and acquisitions—and a 100-year-old tradition of technological

innovation—fueled this growth over the years. By the dawn of the twenty-first century, Ingersoll Rand had more than 200 consumer and commercial brands under its wing.

While investors and, to some extent, Ingersoll Rand employees themselves still thought of the

company as an “old line” machinery manufacturer, its portfolio was actually much more modern and diverse. After a century of acquisitions and expansion, Ingersoll Rand needed a strategy to harness the innovative energy of its many subsidiary brands and link them together as an integrated whole. Drilling down to the essence

When Siegel+Gale took an in-depth look at Ingersoll Rand—analyzing the company in terms of

the solutions it offers, not just the products it manufactures—we discovered the “red thread” that characterizes all of its business units: Ingersoll Rand turns work into progress by unleashing the potential in people and technologies.

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With this insight as the foundation for organizational change, we transformed internal and external touchpoints to signal the breadth and depth of the modern-day Ingersoll Rand. We updated the logo and created the tagline “Inspiring Progress” to unify all business units, then mapped out a

comprehensive brand architecture and design system—along with new sector names—to align all

parts of the organization with its core brand equities. Thorough brand guidelines and model internal communications help support internal alignment. Working as one

As the strategic platform rolled out—particularly the solutions-based naming and brand

architecture—Ingersoll Rand transformed its image from a maker of products to a driver of progress. Most importantly, the transition has fostered a cultural change that brings Ingersoll Rand together as an organization, and enhances its public image as a force for innovation.

In the words of Herbert L. Henkel, former Chairman, President and CEO of Ingersoll Rand:

“It was a real eye opener to learn just how much Ingersoll Rand didn’t appear to be operating as one company—even on the surface...Siegel+Gale... made it obvious to us that we needed to do more to manage the corporate brand and all the brands in our portfolio.”

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