By Denna Bowman
Bridgestone is celebrating 80 years in the tyres industry by launching a new brand logo and message which it hopes will connect with UK consumers.
The tyres company has moved away from the strapline “Passion for Excellence” and opted for “Your Journey, Our Passion” to help drive sales and brand awareness to new heights.
Bridgestone, the world’s largest tyre and rubber manufacturer, hopes that the new strapline will also connect with a more diverse audience.
The image make-over is part of an integrated strategy to further strengthen Bridgestone the brand globally and build on the strong connection the brand has developed through its links with F1, MotoGP and its innovative product base.
The new strapline ‘Your Journey, Our Passion’ is designed to be more empathetic and personal and therefore, to appeal to a more diverse audience.
Andy Dingley, communications manager at Bridgestone UK, said: “Bridgestone has evolved hugely over the 80 years since its conception and our brand needs to reflect those social changes.
“Bridgestone has made a name for itself with F1 and motorsport and although we are no longer the tyre supplier to F1 – we know it is time to diversify the brand and make it more accessible to UK consumers.
“We believe our new strapline, ‘Your Journey, Our Passion’ reflects our commitment to responding to diverse customer needs.”