New Bridgestone CI a “diversification” of the brand
As was reported at the beginning of March on tyrepress.com (see related news link below), Bridgestone celebrated its 80th year with a new corporate identity – altering its logo and tagline, and “refining” its corporate philosophy. Communications manager at Bridgestone UK, Andy Dingley says the evolution undergone in Bridgestone’s corporate lifespan created the need “to reflect those social changes” in its branding.
“Bridgestone has made a name for itself with F1 and motorsport and although we are no longer the tyre supplier to F1 – we know it is time to diversify the brand and make it more accessible to UK consumers. We believe our new strapline – ‘Your Journey, Our Passion’ – reflects our commitment to responding to diverse customer needs.”
Bridgestone says the new branding is “part of an integrated strategy to further strengthen Bridgestone the brand globally and build on the strong connection the brand has developed” through its links with Formula One, MotoGP and its innovative product base. The company said the new strapline is “designed to be more empathetic and personal and therefore, to appeal to a more diverse audience”.
The tagline ‘Passion for Excellence’ has a long-standing association with the F1 world and the company feels it is time to refine the Bridgestone symbol (that consists of Bridgestone Logo, Bridgestone Mark and B Mark) in order to respond to diverse customer needs and to reflect changes in the current social environment, the company’s statement concluded.
Related news:
- Bridgestone marks 80 years with new symbol, tagline and corporate philosophy
- Kwik-Fit confirms Itochu is new owner
- Sepang sees three riders faster than record on Bridgestone MotoGP tyres
- Bridgestone Europe announces further price increases
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