Bosch is a global player. People all over the world have come to trust the brand. For a long time Bosch has stood for technical competence and quality. Quality which ought to serve people first and foremost. Innovative and useful, that's the future for Bosch. So how does one create a contemporary image in which purposeful modernisation goes hand in hand with a tradition spanning decades?
Edenspiekermann has modernised the classic logo and combined it with the slogan ‘Invented For Life’. This alone says that Bosch remains true to its technical competence – and has people in mind. This creates trust and reinforces Bosch as a brand.
The new brand statement is merely one side of the coin: As a global player Bosch has to have a uniform image throughout the world, and that has to be done swiftly and authoritatively. The concept was introduced at a congress for Bosch marketing staff. The next day the new logo, colour scheme, fonts and electronic forms were available online on the Brand Management System. Thus colleagues and clients got used to the new brand in no time at all.
Edenspiekermann has designed all areas pertaining to Bosch as a brand – from business cards to packaging and from staff name labels to POS stands.
