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The essence of a company

Bridgestone renews communication


The Bridgestone Corporation and its subsidiaries employ about 140,000 people, worldwide, at 190 factories in 26 countries. Its products are sold in over 150 countires. Bridgestone Europe (BSEU) employs over 13,000 people throughout Europe.

by Antonio Berardi

New logo and new payoff for a change in user relationships: a more personal and emotive bond


Bridgestone has appeared on the market with a new logo and communication with a new corporate message. Since 1 March 2011 the well-known payoff "Passion for Excellence" has been replaced with a more direct and personal "Your Journey, Our Passion".
The new logo and message reflect Bridgestone's much deeper approach to users aimed at creating a more personal and direct link that's also more emotive. The group presented the logo and payoff and also announced the refinement of its corporate philosophy, "the Essence of Bridgestone", to celebrate the 80th anniversary of its foundation. The mission is based on the words of its founder: "To serve society with superior quality". The innovation aims to satisfy the various needs of consumers and reflect changes in the current social situation. The change conjures up a feeling of "coexisting with people all over the world", "flexible strength" and "a feeling of quickly adapting to change ".
Todd Uchida, Brand Development general manager at Bridgestone Corporation, explained the evolution: "The essence of the Bridgestone brand can be summed up with supporting individual drivers through innovative technologies. We felt the need to make the recognition and the significance of the brand more incisive for end users as citizens and consumers."
The new message, "Your Journey, Our Passion", also has the aim of guiding employees in their day to day work. The corporate philosophy is based on four basic principles: integrity and teamwork (Seijitsu-Kyocho); leading-edge creativity (Shinshu-Dokuso); decisional processes based on verified observations (Genbutsu-Genba); decisive action based on meticulous planning (Jukuryo-Danko).


An eighty-year-old story
The Japanese company was set up in 1931 by Shojiro Ishibashi who created the tyre manufacturing company. To give it an international character, he reversed the English translation of his name from "Stone Bridge" to Bridgestone.
On returning from his native Kurume in 1956, the founder of the company opened the Ishibashi Cultural Centre and donated it to the city.
After setting up factories in Malaysia in 1965, in the USA in 1967 and in Europe in 1972, in 1988 Bridgestone acquired the American Firestone Tire & Rubber Company and established itself as a global company to all intents and purposes.
To expand its business in Europe, in 1994 Bridgestone opened its European headquarters and three years later entered the world of Formula 1 racing.


The company in figures

The Bridgestone Corporation and its subsidiaries employ about 140,000 people, worldwide, at 190 factories in 26 countries. Its products are sold in over 150 countries.
Bridgestone Europe (BSEU) employs over 13,000 people throughout Europe at: 6 regional organizations; 8 tyre manufacturing factories (France, Italy, Poland, Hungary and Spain), each with its own distribution centre; a large testing and research and development centre in Italy; a modern test drive track opened in Italy in 2004. In Europe there are also 3 logistics centres: Zeebrugge (Belgium), Madrid (Spain) and Bor (Czech Republic).
BSEU holds a 16.64% share in Finland's Nokian Tyres PLC.

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