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, 2018-08-21

A Fresh Look for Bosch Rexroth

Rexroth logo

An animated move pattern highlights movement as the core expertise of Bosch Rexroth.

Bosch Rexroth presented its new brand identity for the first time at the Hannover Messe trade fair in April of 2018. With its new image, Bosch Rexroth is underscoring its successful transformation into a strong provider of solutions for the digital production world.

Since 2016, Bosch Rexroth has been undergoing a far-reaching transformation process that extends from internal structures to its business strategy. As part of its growth strategy, Bosch Rexroth is committed to technological differentiation, leveraging synergies in the market and within the Bosch Group and future-forward innovations. Efforts regarding the latter include developing software-based, automated and connected solutions. Building on its extensive technology portfolio spanning mobile and industrial hydraulics, linear motion and assembly technologies and automation solutions, Bosch Rexroth is using its refreshed brand identity to position itself as a provider of Industry 4.0-compatible solutions for the factory of the future.

“We have made Bosch Rexroth more flexible by introducing flat hierarchies and structures that resemble those of medium-sized enterprises. This will prepare us to face digital change, a world in which development and production cycles will become shorter. With our new brand identity, we are showing our company’s successful transformation to the outside world,” said Rolf Najork, the Chairman of the Executive Board. “Our customers will profit from our pioneering solutions, which are safe, efficient, intelligent and powerful. This is the essence of our new customer benefit promise: ‘We Move. You Win’.”

The company’s transformation is already paying off: Bosch Rexroth has systematically expanded its competitive position and gained market share in recent years. For instance, in 2017, the technology company returned to its growth path amongst a significantly improved market environment.

Core elements of the new branding

The combination of fonts and colors symbolizes the core skills and the essence of the Bosch Rexroth brand: Movement. This quality is visually represented by a new graphic element – an animated move pattern that consists of a new color spectrum and brings the individual technological Rexroth applications to life. Depending on the particular movement that this application characterizes, the graphical element can be displayed differently through animation on screens.

The new corporate pattern is designed with the requirements of digital media at the forefront. The lettering is primarily blue, which is a classic industrial color. Historically, it is also a recognized color in the Rexroth world. The addition "A Bosch Company" illustrates the affiliation with the parent company Bosch.

The brand is a company’s business card. Changes are rarely made to it for this reason. The last time that Bosch Rexroth modified its image was in 2001, when Rexroth joined the Bosch Group. The new brand “Rexroth – A Bosch Company” symbolizes independence and flexibility, as well as the company’s membership in a strong group.

The global rollout of the new brand will happen over the next three years, as economically and efficiently as possible. Until the new corporate image has been fully integrated at the end of 2020, the old logo and, increasingly, the new logo will be seen.

Rexroth will debut its new branding in the United States in booth #S1654 at PACK EXPO 2018.

About Bosch Rexroth

As one of the world’s leading suppliers of drive and control technologies, Bosch Rexroth ensures efficient, powerful and safe movement in machines and systems of any size. The company bundles global application experience in the market segments of Mobile Applications, Machinery Applications and Engineering, and Factory Automation. With its intelligent components, customized system solutions and services, Bosch Rexroth is creating the necessary environment for fully connected applications. Bosch Rexroth offers its customers hydraulics, electric drives and controls, gear technology, and linear motion and assembly technology, including software and interfaces to the Internet of Things. With locations in over 80 countries, more than 30,500 associates generated sales revenue of approximately 5.5 billion euros ($6.2 billion) in 2017.

To learn more, please visit www.boschrexroth-us.com

About Bosch

Having established a regional presence in 1906 in North America, the Bosch Group employs nearly 34,500 associates in more than 100 locations, as of December 31, 2017. In 2017 Bosch generated consolidated sales of $13.7 billion in the U.S., Canada and Mexico. For more information, visit twitter.com/boschusa, twitter.com/boschmexico and www.bosch.ca.

The Bosch Group is a leading global supplier of technology and services. It employs roughly 402,000 associates worldwide (as of December 31, 2017). The company generated sales of 78.1 billion euros ($88.2 billion) in 2017. Its operations are divided into four business sectors: Mobility Solutions, Industrial Technology, Consumer Goods, and Energy and Building Technology. As a leading IoT company, Bosch offers innovative solutions for smart homes, smart cities, connected mobility, and connected manufacturing. It uses its expertise in sensor technology, software, and services, as well as its own IoT cloud, to offer its customers connected, cross-domain solutions from a single source. The Bosch Group’s strategic objective is to deliver innovations for a connected life. Bosch improves quality of life worldwide with products and services that are innovative and spark enthusiasm. In short, Bosch creates technology that is “Invented for life.” The Bosch Group comprises Robert Bosch GmbH and its roughly 440 subsidiary and regional companies in 60 countries. Including sales and service partners, Bosch’s global manufacturing, engineering, and sales network covers nearly every country in the world. The basis for the company’s future growth is its innovative strength. At 125 locations across the globe, Bosch employs some 64,500 associates in research and development.

Additional information is available online at www.bosch.com, www.iot.bosch.com, www.bosch-press.com, www.twitter.com/BoschPresse.

Exchange rate: 1 EUR = $1.12968

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Contact

Susan  Strauss
City Line Road 2315
18017 Bethlehem, PA
Phone: (610) 694-8352
Fax: (610) 954-8670
susan.strauss@boschrexroth-us.com




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