Bridgestone Announces “The Bridgestone Essence”, New Corporate Philosophy, and Bridgestone Symbol

Tokyo (March 1, 2011) - Bridgestone Corporation today unveiled a new Bridgestone symbol and a new brand tagline and announced a refinement of its corporate philosophy, “The Bridgestone Essence”, to mark the 80th anniversary of the Bridgestone Group’s founding. This enhancement of the Bridgestone symbol and tagline is part of an integrated strategy to further strengthen Bridgestone brand globally.

1. “The Bridgestone Essence”: Refinement of the Bridgestone corporate philosophy
The Group’s mission is based on the words of its founder: “Serving Society with Superior Quality.” To fulfill this mission, Bridgestone Group has used the concept of “foundation” to demonstrate the sustained commitment of employees to provide its customers with world class products and services and to serve the communities where Bridgestone does business. The words, integrated corporate culture and our diversity that today’s company has inherited has been redefined into “The Bridgestone Essence” and a shared sense of values that can be embraced by Bridgestone employees around the world.

2. Refinement of the Bridgestone corporate philosophy
The company refined the Bridgestone symbol that consists of Bridgestone Logo, Bridgestone Mark and B Mark in order to respond to diverse customer needs and to reflect changes in the current social environment. This refinement is intended to reflect a sense of “coexistence with people around the world”, “flexible strength” and “a sense of speed in adjusting to change”. This is an evolution from the previous logo which expresses “strength” and “a sense of physical speed.”

3. Revision of tagline
Bridgestone Group is committed to being a company that supports individuals. In customer-facing locations around the world, the Group’s products and services contribute to its customers. To communicate that concept, the tagline was revised to “Your Journey, Our Passion”

Moving forward, the Bridgestone Group will take steps to align its employees across the globe with one unifying corporate philosophy and work to establish a new corporate culture that is consistent with the Bridgestone Essence, while leveraging the diversity of each individual employee.