My thanks go out to a current MBA for this peek behind the scenes at Bosch and how carefully (though so may argue conservatively) it has nudged its brand forward for 90 years. One thing’s for sure: it has remained consistent!

We start with a message from “Wilhelm” to the “German people” proclaiming the need for Germany unity as the enemies of the State arm themselves. What this has to do with the logo, I’m not sure!

Now the really meaty bit. As exact in adding each milimeter of red to the name and each ounce of metal to the brand symbol as Bosch components have been during the decades of this brand development…

My MBA source at Bosch is quick to point out how not to update logos. He’s right. This is how to confuse customers through inconsistency:

For some similar issues (and a more condemning attitude than I am willing to express here), see Comcast redesign.