Bosch

bosch.com

Bosch is a German multinational engineering and technology company. It is the world's largest automotive supplier, also recognized globally for its consumer home appliances and power tools.

Bosch logos

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Bosch brand colors

#FFFFFF

#010101

#919191

History

1900–1913
Art Nouveau
The original trademark combined the company name with an illustrated magneto and ornamental rays, reflecting the Art Nouveau conventions of the period. A separate wordmark in capital letters carried the German inscription 'Schutz-Marke,' situating Bosch among the trade-registry customs of the era.
1913–1925
German Modernism
A shift toward German industrial modernism stripped the earlier ornamental flourishes in favor of a bold slab sans-serif wordmark and a minimal circular emblem. Decorative flames and sparks gave way to precise geometry, aligning the mark with the utilitarian demands of mass-manufactured automotive parts.
1925–1981
Armature in Red

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Chief engineer Gottlob Honold sketched the armature-in-circle emblem in 1918 to resolve a post-WWI trademark conflict in the United States, and it was officially registered on May 2, 1919. The 1925 update introduced color for the first time, pairing a red sans-serif wordmark with a thicker-outlined emblem, a combination that held for more than five decades.

1981–2002

Compact Sans

A 1981 revision tightened the letter-spacing and increased stroke weight throughout, making the wordmark feel more compact and engineered. The emblem lines were also strengthened, and the red shifted to a deeper tone suited to the offset printing standards of the period.

2002–2018

3D Emblem

Around 2002, Bosch updated the circular emblem to a silver-gray three-dimensional rendering, using gradient shading to suggest a metallic surface. The approach was consistent with a broad trend in early-2000s corporate identity toward dimensional, screen-friendly marks, and the wordmark grew slightly larger to balance the heavier emblem.

2018–present · current

Flat Refresh

The 2018 update reversed the 3D treatment, returning the emblem to a flat gray while retaining the overall form and red wordmark. The change was part of a broader corporate design optimization led by wirDesign in partnership with Bosch's internal team, oriented toward digital accessibility and consistent cross-platform reproduction.