New brand identity unveiled

Bosch Rexroth presented its new brand identity for the first time at the Hannover Messe trade fair. 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 mainly committed to technological differentiation, leveraging synergies in the market and within the Bosch Group, and topics of the future. The latter include in particular software-based, automated and connected solutions. Alongside its traditionally strong position in industrial hydraulics, and especially mobile hydraulics, Bosch Rexroth is thus positioning itself as a provider of Industry 4.0 solutions for the factory of the future. Among the core elements of the new branding, the combination of fonts and colours symbolizes the core skills and, thus, the essence of the Bosch Rexroth brand: movement. This quality is visually represented by a new graphic element – an animated moving pattern that consists of strips 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 animated on screens. The new corporate design is especially oriented toward the special design requirements of digital media. 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.