The Bosch logo is subtle yet unique: a stylized circle crossed by a rod-like shape. At first glance, it may look abstract, but it actually represents an electric armature — the central component of an electric motor. Through this technical symbol, Bosch tells its story of innovation and its pioneering role in modern electromechanics.
Bosch: From Workshop to Global Industrial Giant
Robert Bosch founded his company in 1886 in Stuttgart, Germany. What started as a small precision mechanics and electrical engineering workshop, called Werkstätte für Feinmechanik und Elektrotechnik (“Workshop for Precision Mechanics and Electrical Engineering”), would eventually grow into one of the largest industrial groups in the world.
In the early years, Bosch specialized in repairing and manufacturing precision electrical devices, as well as designing small mechanical parts. Its strength lay in adapting and improving existing inventions — particularly in the field of electric ignition for engines.
A major breakthrough came in 1897, when Bosch developed and successfully installed the first reliable magneto ignition system in a vehicle engine built by Gottlieb Daimler. This innovation positioned Bosch as a key player in both the automotive and electrical industries.
Today, Bosch is one of Germany’s largest industrial groups, with activities spanning four sectors:
- Mobility Solutions (automotive systems, engines, electronics, braking and injection systems)
- Industrial Technology (automation, Industry 4.0 solutions)
- Consumer Goods (power tools, home appliances)
- Energy and Building Technology (heating, cooling, security solutions)
The group operates through 400 subsidiaries and employs over 400,000 people worldwide.
From the Red Devil to the Rotor
Bosch’s first logo had nothing industrial about it. It was a small red devil, often perched on a spark plug and holding a fork or lightning bolt. This playful character symbolized the power of the electric spark — essential for combustion engines.
Introduced in 1906, the “red devil” logo was mainly used for advertising in catalogs and posters, catching attention in a rapidly expanding automobile market.
However, the devilish logo was too whimsical to be used on mechanical parts or adopted as an official corporate emblem. It didn’t reflect Bosch’s seriousness and engineering precision. After all, who would trust the devil to represent reliable products?
By the end of World War I, Bosch wanted to shed this childish imagery and adopt a more professional and technical identity.
An Engineer’s Logo
Chief engineer Gottlob Honold, who had been with Bosch since 1901, designed the new logo. His inspiration was the electric armature, viewed from the front and stylized within a circle. This “Armature in a circle” design was officially adopted in 1919.
The armature (or rotor) is a crucial component of the ignition magneto motor, symbolizing Bosch’s engineering roots and electromechanical expertise. By incorporating it into its logo, Bosch affirmed its identity as an inventor and engineer.
Over time, the logo evolved but stayed faithful to its technical origins. In 1925, red was added to the wordmark, reinforcing Bosch’s strong and recognizable visual identity. The clean, functional design also met the demands of industrial logos: clarity, reproducibility, and professionalism.
Today, the Bosch logo continues to embody two core values: technical precision and reliability. It also reflects the company’s enduring ambition — to create technologies “Invented for life”, serving mobility, industry, and households worldwide.
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