Bridgestone makes changes in marketing elements

Jan. 1, 2020
Bridgestone now has a new symbol and tagline, plus a refinement of its corporate philosophy, "The Bridgestone Essence," to mark the 80th anniversary of the company's founding.
Bridgestone now has a new symbol and tagline, plus a refinement of its corporate philosophy, "The Bridgestone Essence," to mark the 80th anniversary of the company's founding.

Executives describe the changes thusly:

The Bridgestone Essence: Refinement of the Bridgestone corporate philosophy

The mission is based on the words of its founder: “Serving Society with Superior Quality.” To fulfill this mission, Bridgestone 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 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.

Refinement of the Bridgestone corporate philosophy

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.” This is an evolution from the previous logo which expresses “strength” and “a sense of physical speed.”

Revision of tagline

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

Moving forward, Bridgestone 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.

For more information, visit www.bridgestone- firestone.com.

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