Rebrands are more than a new name or a fresh logo. They’re about re-imagining how a company sees itself—and how it wants the world to see it. At RIR Power Electronics, this rebrand has been a journey of reflection, creativity, and forward vision.
In this post, we’re pulling back the curtain to share the story of how we unveiled our new identity, why it mattered, and what it means for the future.
Why We Decided It Was Time
For over five decades, we’ve been known as Ruttonsha International Rectifier Ltd. The company was founded in 1969 in collaboration with International Rectifier Corporation U.S.A., which granted a perpetual license for low-power Si device technology. Over time, acquisitions of GE’s high-power semiconductor group, Harris Power Devices, and the fab that created Microsemi’s SiC devices shaped the trajectory of our company and expanded our expertise.
From its earliest days, RIR has been at the forefront of high-power semiconductor innovation, building a legacy of global collaborations and cutting-edge solutions. But with that growth came a fragmented picture—our identity meant different things to different people.
We needed one consistent story. A holistic brand identity that leverages our strong heritage, resonates with our more recent achievements, and showcases where we’re headed.
That story is now reflected in how we introduce ourselves:
RIR Power Electronics Limited is a global pioneer in high-power semiconductor solutions, driving innovation and energy efficiency. Its portfolio of high-performance semiconductor devices, assemblies, and energy management systems enables customers to address the evolving demands of modern energy systems. Trusted worldwide for reliability and performance, RIR stands at the forefront of sustainable energy innovation—powering progress, one breakthrough at a time.
This rebrand wasn’t about aesthetics. It was about aligning our identity with our ambition:
To reflect our leadership in power electronics, not just rectifiers.
To be the preferred partner with our customers, shareholders, and employees.
To empower energy performance at the highest level in existing and emerging markets,
To inspire the next generation of thought leadership.
Brainstorming the New Identity
Rebranding began with a simple but important question:
“If we were to introduce ourselves to the world today, what would we say?”
From leadership workshops to employee and customer interviews, one theme stood out: Powering the Future. That became our guiding North Star.
Key decisions included:
Retaining the essence of our past with the initials “RIR.”
Expanding the narrative beyond rectifiers to power electronics.
Designing a logo that balances heritage, precision, and innovation.
The Logo Journey
Logos tell stories in shapes and colors—and ours has always been rich with meaning.
The original logo featured a black diode symbol with “RUTTONSHA” written below and a distinctive blue “R” inside the symbol. That “R” was unique: its upper-left corner replaced the usual square with a circle, cleverly forming the letter “i” within the “R.” In a single design, the three letters of RIR came together.
This circle also represented the high-power thyristor and diode wafers central to our beginnings. As technology advanced into MOSFETs, IGBTs, and SiC devices, wafers evolved—but that circular element remained a powerful link to our foundation.
In 2022, when our name officially changed to RIR Power Electronics Limited, the logo was updated, replacing “RUTTONSHA” with our new name while retaining the diode symbol and iconic “R.”
The next step was evolution, not reinvention. Our goal was clear:
Honor our heritage.
Showcase our advanced capabilities.
Signal our focus on innovation.
The result is a minimalist yet powerful identity. The unique “R” is now the core of our brand system, used in both the full logo and as a monogram for marking products—making it recognizable, versatile, and memorable across global platforms.
Beyond the Logo: A Visual Language
A brand is more than its logo—it’s an Identity with a Value, a Promise, and Relevance.
On our website, the new identity creates a seamless digital experience that highlights our products and vision.
On presentations and collateral, the refreshed style communicates clarity and confidence.
In our factories and offices, updated signage reflects the pride of being part of a company that’s growing, innovating, and looking ahead.
Challenges Along the Way
Like any big change, the rebrand wasn’t without hurdles:
Balancing heritage with modernity: Preserving our legacy while moving boldly into the future sparked passionate discussions internally.
Global consistency: The brand had to work just as well in Mumbai as it does in Munich or Montreal.
Cultural shift: For employees, a rebrand isn’t just external—it’s about identity. Engagement and communication were vital to ensure everyone felt part of the transformation.
The Team’s Feedback
The rebrand and new logo were warmly embraced across the board—by employees, shareholders, and customers. There was a shared sense that RIR needed a stronger, clearer way to present its identity and brand promise.
Our established legacy in high-power semiconductors and systems reinforces our credibility, while our continuous innovation ensures we remain reliable, proven, and sustainable.
Inside the company, the rebrand is also about people. RIR fosters an environment built on the principle of:
“Empowering people to excite innovation for a more sustainable future.”
By providing the right environment, we not only retain and attract top talent but also turn this energy into breakthrough products that drive industry leadership.
Our tagline captures it best:
“Powering Progress—Enabling Tomorrow.”
The Launch Moment
After months of research, design, and planning, the day we unveiled RIR Power Electronics felt electric. Seeing the new logo across our website, business cards, and factory signage was more than symbolic—it was the beginning of a new chapter.
The response was overwhelmingly positive. For many, the rebrand wasn’t a break from the past but a natural evolution: a way of saying, we are proud of our legacy, but our eyes are firmly on the future.
What This Means Going Forward
Rebranding is not a finish line—it’s the start of a new journey. For RIR Power Electronics, it sets the stage for:
Expanding into Silicon Carbide manufacturing and advanced power solutions.
Strengthening and expanding our presence in global markets.
Inspiring our teams to innovate with renewed pride and purpose.
Closing Thoughts: A Brand That Powers Tomorrow
Behind every logo is a story of people, ideas, and vision. For us, the rebrand is more than a design update—it’s an emotional component that’s a reflection of our heritage, capabilities, and future ambitions.
As we step into this new chapter, one thing remains constant: our commitment to powering industries, enabling innovation, and creating solutions for a sustainable future.
Because at the end of the day, this isn’t just a new identity.
It’s our promise: RIR Power Electronics is here to power progress and enable tomorrow.
Let’s dive into our brand reveal video to see how we’re shaking up the world of energy with next-gen Silicon Carbide (SiC) technology.
