Bridgestone marks 80 years with new symbol, tagline and corporate philosophy

It’s now 80 years since Shojiro Ishibashi established Bridgestone Tire Co., Ltd. in the Japanese city of Kurume, and to commemorate its oak anniversary Bridgestone Corporation has unveiled a new corporate symbol, brand tagline and announced a refinement of its “The Bridgestone Essence” corporate philosophy. These changes, the tyre maker explains in a press statement, are “part of an integrated strategy to further strengthen Bridgestone brand globally.”

The Bridgestone logo, Bridgestone mark and ‘B’ mark have been refreshed in order to “respond to diverse customer needs and to reflect changes in the current social environment.” Bridgestone states this refinement is intended to “reflect a sense of coexistence with people around the world, flexible strength and a sense of speedy adjusting to change.” The new logo is an evolution of the existing version, which Bridgestone says expresses “strength” and “a sense of physical speed.”

A memorable tagline can define a person or company, and in rethinking the words used to express who and what it is Bridgestone has focused on its commitment to being a company that supports individuals. “In customer-facing locations around the world, the Group’s products and services contribute to its customers,” the tyre maker noted. To communicate this concept, Bridgestone has revised its tagline to “Your Journey, Our Passion”

Eight decades to the day its establishment as an independent company, Bridgestone states its mission remains based upon the words of its founder: “Serving Society with Superior Quality.” To fulfil this mission, Bridgestone Group reports it has used the concept of “foundation” to “demonstrate the sustained commitment of employees to provide its customers with world class products and services and to serve the communities where Bridgestone does business.”

Moving forward, the Bridgestone Group says it will take steps to align its employees across the globe with one unifying corporate philosophy and work to establish a new corporate culture that is consistent with the Bridgestone Essence, while leveraging the diversity of each individual employee.