Bilstein is evolving its brand identity

With new logos, a new claim, a new typeface and revised design guidelines, the shock absorber expert says it is focusing on the future of suspension technologies, the customer experience, and the brand itself.
Bilstein says its new claim – ‘Way Ahead, Bilstein’ – summarises its aspiration to offer all customers and partners a headstart, whether in terms of development, market coverage, or the use of suspension technologies.
At the same time, it says ‘Way Ahead’ serves as a product promise for leading technologies, comfort, safety, and performance.
The new presence has been developed as a direct expression of this claim. Bilstein says the stripped-down look is flexible and accessible in use, enabling a modern and clear customer approach both online and offline. The evolution of the logo, with its simplified representation of the shock absorber and streamlined basic shape, also follows this idea.
With this update, the German company is taking an important step towards implementing the new Bilstein brand strategy.
The intention is to clearly refocus corporate communications on Bilstein’s characteristic drive to make a meaningful contribution to the future, says Christoph Henkel, Bilstein’s Vice President Aftermarket Business, Sales, Product Management and Marketing.
“Bilstein aims to be ‘Way Ahead’ together with all partner companies and all drivers. We offer groundbreaking solutions, an outstanding driving experience, and a look that expresses our brand identity in a future-proof way everywhere,” Christoph said.
The launch of the Bilstein brand identity took place across all official Bilstein channels from the 23rd of May 2022.
Bilstein also presented its new look at the 24-hour race at the Nürburgring and at Tuning World Bodensee in late May. From now on, the design elements and guidelines will serve as the basis for all aspects of Bilstein communication.

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Photos: Copyright Bilstein 2022.