Bosch Rexroth, of which the Hytec Group is now a part, launched its new logo on 23 April at the Hannover Messe trade fair in Germany. The revised brand identity is the logical continuation of ‘We Move to Win’. The new branding is a message to the outside world that shows Bosch Rexroth is successfully making its way into the future, and a new digital age where production cycles will become shorter and shorter.
Bosch Rexroth has been undergoing transformation processes that extend from its internal structures through to its business strategy since 2016, just one of them bringing of the Hytec Group of Companies into its fold. As part of its growth strategy, Bosch Rexroth is committed to technological differentiation, leveraging synergies in the market, within the Bosch Group, and topics of the future, with the latter including software-based, automated and connected solutions. This means that along with its traditionally strong position in industrial and mobile hydraulics, the Group is positioning itself as a provider of Industry 4.0 solutions.
This is epitomised by the new logo that has been designed to bring the company’s successful transformation to life, and its pattern represents movement as the Group’s core skill. The message is being launched globally with a customer-focused promise “We Move. You Win”, highlighting that the Group’s customers will benefit from safe, efficient, intelligent and powerful solutions and manufacturing equipment.
New branding core elements
The combination of fonts and colours symbolises the core skills and, thus, the essence of the Bosch Rexroth brand: Movement. This is visually represented by a new graphic element – an animated move pattern that consists of strips of a new colour spectrum.
The corporate design is oriented toward digital media design requirements. The lettering is primarily blue, a classic industrial colour and, historically, it is also a recognised colour in the Rexroth world. The addition “A Bosch Company” illustrates the affiliation with the parent company Bosch.
As the last time that Bosch Rexroth modified its image was in 2001, when the supplier joined the Bosch Group, the new brand “Rexroth – A Bosch Company” symbolises independence and flexibility as well as the company’s membership in a strong group.
The global rollout of the new brand will happen over three years. Until the new corporate image has been fully introduced at the end of 2020, the old logo and the new logo will be seen.