A characteristic feature of companies with a history of the likes of Bosch Rexroth is their ability to continuously adapt to changing markets and technology environments. The latest chapter of the Bosch Rexroth story sees the organisation repositioned to lead the digital transformation of the fluid power and automation industries.
A new corporate culture, a new vision and mission, and a strategic shift in focus towards supplying bespoke technology solutions that are increasingly digital and networked have been implemented across the organisation.
Accompanying these changes is the launch of a new brand identity, which was introduced by Bosch Rexroth at the Hannover Messe trade fair in Germany on 23 April this year.
The essence of the new brand is “movement”. The movement generated with our products and solutions – our core expertise – together with unprecedented organisational agility, innovation and excellence, is now also expressed in our brand. This is summarised in our benefit promise to customers, We Move. You Win.
The new logo is a combination of the rexroth trademark with the endorsement, ‘A Bosch Company’, emphasising our familial connection to Bosch. The trademark rexroth is simultaneously a word and figurative mark. The core colour of the new trademark is blue, an intentional transformation towards a classic industry colour that is recognised in the drive and control field. Accenting colours within the figurative swirl further emphasise this movement. These colours, including blue-grey and turquoise with a dash of red, give Bosch Rexroth a unique identity that differs us from our competitors.
The sub-Saharan Africa business units will continue under their traditional banners, with the exception of:
With digitisation representing an important break in the way companies have previously conducted business, the new brand shifts the focus away from a ‘traditional company’ as such, to a flexible, innovative organisation that moves the market, and which seizes the topics of the future.