Clarifying a Brand Called Ingersoll Rand "Old line," sneered some on the street about Ingersoll Rand, a storied brand obscured and overshadowed by its more than 200 commercial and consuber brands, plus thirty years of acqusitions of dozens more. Siegel+Gale examined the culture, history, strengths, and aspirations of the company to get to the heart of the enterprise, and to discover how the brand as a whole created value. Our conclusion - that Ingersoll Rand turns work into progress by unleashing the potential in people and technology - was the foundation for change. We created a comprehensive brand architecture and design system that formed the basis for bringing the comany together visually and culturally.