TOKYO (March 2, 2011)—Bridgestone Corp. said it is refining its corporate philosophy and unveiling a new tagline—“Your Journey, Our Passion”—as it marks 80 years as a corporation and moves to strengthen its brand globally.
Parallel to these moves, Bridgestone has altered its corporate logo and brand marks to reflect diverse customer needs and changes in the global social environment.
These evolutionary changes—a softening of the firm's distinct red-and-black capital “B” and a new font—are intended to reflect a sense of “coexistence, flexible strength and a sense of speed in adjusting to change,” Bridgestone said.
Bridgestone stressed it continues to heed the words of company founder Shojiro Ishibashi—“Serving Society with Superior Quality”—while incorporating the firm's “integrated corporate culture andÃ diversity” to yield the Bridgestone Essence: a shared sense of values for all employees worldwide.
In announcing the changes, Bridgestone said it will take steps to align its employees across the globe with one unifying corporate philosophy and work to establish a corporate culture that is consistent with the Bridgestone Essence, while leveraging the diversity of each employee.