Bridgestone is a Japanese company set up during the 1930’s as rubber manufacture, well known for its past involvement in Formula 1 and motor racing it has grown to become the largest tyre manufacturer in the world. To mark its 80th anniversary its logo has undergone a number of revisions to better reflect and expand on the global corporate philosophy of “Serving Society with Superior Quality” established by the founder Shojiro Ishibashi.
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 adjusting to change”. This is an evolution from the previous logo which expresses “strength” and “a sense of physical speed.”
The techniques used to reflect the strength and stability aspect of Bridgestone products in the original word-mark meant that it suffered slightly from repetitious, overtly bold and tightly tracked letter forms, while the proportions of the type in relation to the mark looked unusually balanced. In comparison the new logo has more distinguishable characters and increases the space through and around the letters, successfully achieving a sense of flexibility while also enhancing its legibility when reduced down. The radius on the corner of the ‘B’ logo-mark has been revised and make it appear softer and more accessible to a global audience while the new central curve expresses the stability and agility of the brand in a changing world.
The odd proportions between mark and type have been well resolved and deliver a much tighter lock-up with more impact and expression.
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