Rexnord needed a new corporate logo when the old red “swirl” logo was assigned to a business unit. Communicating the established Rexnord brand personality as reliable, strong and forward-thinking was balanced by the need for the corporate logo to work with more than 20 Rexnord brands. Logo standards and an identity program were built around the powerful blue, motion-type logo reinforcing Rexnord’s services in mission critical applications.