Manufacturing AUTOMATION

Bosch Rexroth debuts new branding at Hannover 2018

May 6, 2018
By Manufacturing AUTOMATION

May 5, 2018 – Bosch Rexroth presented its new brand identity for the first time at the 2018 Hannover Messe trade fair.

Undergoing a transformation toward the digital production world since 2016, the company says it is committed to technological differentiation, leveraging synergies in the market and within the Bosch Group, and topics of the future as part of its growth strategy. The latter includes in particular software-based, automated and connected solutions. Along with providing industrial and mobile hydraulics, Bosch Rexroth says it is working to position itself as a provider of Industry 4.0 solutions for the factory of the future.

“We have made Bosch Rexroth more flexible by introducing flat hierarchies and structures that resemble more those of medium-sized enterprises. This will prepare us to face digital change, a world in which development and production cycles will become shorter and shorter. With our new brand identity, we are showing our company’s successful transformation to the outside world,” said Rolf Najork, 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.’”

Core elements of the new branding
Bosch Rexroth says the combination of fonts and colours symbolizes the core skills and essence of the Bosch Rexroth brand – movement – which is illustrated by an animated move pattern. Depending on the particular movement the 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 colour. Historically, it is also a recognized colour in the Rexroth world. The addition ‘A Bosch Company’ illustrates the affiliation with the parent company Bosch,” according to a statement from the company.

The last time Bosch Rexroth modified its image was in 2001, when the supplier 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, it says.

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