Connected for life

07 June, 2019 Share socially

We live in a world where the meaning of technology is understood by brands and consumers in a very different way to it was even five years ago. Back in 2015, one such brand very much aware of the need to evolve was Bosch. They understood with the coming wave of IoT that the reality of “connected devices” required a reframing of their brand and identity in order to take their place in this emerging world. It was at this point that they came to FutureBrand – on one hand as an iconic global brand, but on the other as one that recognised its somewhat diminishing relevance and differentiation.

Bosch needed to be understood as products, services, software and systems as opposed to just distributed product with great design and durability. They also needed brand assets that could make sense in a connected digital ecosystem as opposed to a legacy of linear product sales and distribution.

In addition, they had to redefine the meaning of their ‘Invented for Life’ claim and evolve their messaging and identity to make a direct emotional connection with their variety of B2B and B2C audiences.

‘Invented for life’ is integral to the Bosch brand. Not only is it locked up to their logo, but it also guides them as a brand in everything they do. Their values promote both human and technological attributes that directly supports it, and it is this unique connection that that forms the basis for the visual identity FutureBrand developed.

With connected solutions, we want to help improve quality of life and conserve resources. Our new brand identity follows this example. Its design reflects the diversity and individuality of life and our products.
Dr. Volkmar Denner
Chairman of the Board of Management, Bosch

At the heart of the identity is a super graphic, inspired directly by Bosch’s brand values that is bold, bright, engaging and reflects connectivity and transformation. It is used throughout the identity as part of their logo lockup but also as an endlessly resourceful asset for the brand toolkit.

Four years on from our work, Bosch has a new generation of connected products in the market – solutions not only at the level of devices and applications but also in the form of business models for a connected future.

As with all of our work, creating a futureproof brand was always at the forefront of our thinking. It’s interesting to now see the products and solutions that support the Bosch’s connected future, and symbiotically, a reframed brand that paves the way for innovative, future-ready portfolio of solutions.

See our Bosch brand refresh here.