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'The Bridgestone Essence ' is revealed

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'The Bridgestone Essence ' is revealed

Bridgestone Corp. has unveiled a new Bridgestone symbol and brand tagline and announced a refinement of its corporate philosophy, “The Bridgestone Essence,” to mark the 80th anniversary of the Bridgestone Group’s founding. The enhancement of the Bridgestone symbol and tagline is part of an integrated strategy to further strengthen the Bridgestone brand globally, the company notes.

The changes include:

1. Refinement of the Bridgestone corporate philosophy – “The Bridgestone Essence”

“The Group’s mission is based on the words of its founder: ‘Serving Society with Superior Quality,’” the company states.

“To fulfill this mission, Bridgestone Group 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," the company says. "The words, integrated corporate culture and our diversity that today’s company has inherited has been redefined into ‘The Bridgestone Essence’ and a shared sense of values that can be embraced by Bridgestone employees around the world.”

2. Refinement of the Bridgestone symbol

The company refined 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.

“This refinement is intended to reflect a sense of ‘coexistence with people around the world,’ ‘flexible strength’ and ‘a sense of speed in adjusting to change,’” says the company. “This is an evolution from the previous logo which expresses ‘strength’ and ‘a sense of physical speed.’”

The logo will be changed out in all the company's communications and products in the coming years, the company notes.

3. Revision of tagline

“Bridgestone Group is committed to being a company that supports individuals,” the company states. “In customer-facing locations around the world, the Group’s products and services contribute to its customers. To communicate that concept, the tagline was revised to ‘Your Journey, Our Passion.’”

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.”

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