The former brand identity for Firestone air springs—Firestone Industrial Products—neither reflected the current nor the future of the business. The brand needed a logo fitting for the global leader of air springs technology driving the future of transportation, including electric vehicles. Though Firestone tires are largely seen as more mid-tier products, Firestone air springs are premium in the air springs category.

The value proposition evolved from simplified vibration reduction to so much more, including: safer driving conditions; decreased cargo damage; load leveling/flexibility; lighter suspensions; smooth driving quality; operator comfort; smart integration; total cost of ownership; aerodynamics and electric vehicle enhancements; and increased equipment productivity.

We needed to create a unified identity system that captured the breadth, depth and innovation across all Firestone industrial products—supporting Firestone’s position as a premium player in the space, while not eroding the business’s legacy.

Firestone Airide products provide exceptional performance and support where needed most. Our brand identity focuses on how the product and brand can visually integrate, as a support system, to build the Airide logotype. This incorporates shapes from both the brand (Firestone F Shield) and product (double convoluted air spring) in a manner that demonstrates the support and even ride Firestone Airide products provide. It can work in lockups with the primary Firestone wordmark, the F Shield, and in brand extensions in either vertical or horizontal orientations.

Firestone air springs have been around since being patented in 1938, and have continued to evolve to accommodate a host of new solutions. We knew that the new brand and look needed to be fed from its pioneering roots, but also aligned with what the future holds.

We set out by conducting a thorough audit of the business’ categories, product channels, audience segments, evolved value proposition and historical branding. We also evaluated Firestone Industrial Products’ marketing strategies to maintain market share and expand global commercial markets, drive product innovation and elevate the brand.

With all of this, our strategy was to deliver a unified brand identity system that supports Firestone’s position as a premium player in this space, captures the breadth, depth and innovation across all Firestone industrial products, and does not erode the business’ legacy.

The brand identity system is built from the same principles established in the logotype: a structure that provides support for content. Where appropriate, the Airide logo is placed at the base of the communication to provide visual support for language, imagery and partnership. We utilized the equity of the Firestone color palette, engineering drawings and monowidth typography to establish a technical visual language and sparse photographic compositions that focus on the product’s distinct role within a specific industry.

The new brand identity gave Airide a visual traction to match the impact it had accrued over the past 84 years as the global leader in air spring technology.

In a short amount of time, this historic brand helped to unify multiple lines of business while setting a precedent for future innovations, giving a new voice and visibility to the unsung hero of transportation, the air spring.

The system debuted at CES 2023, attended by over 115,000 people, and is in use across website, social and various internal and customer communications channels.

Related to website, Product Searches are up 59.7% Q4 2022 to Q1 2023 and 54.3% 2022 to 2023, and Product Kit Searches are up 15.5% Q4 2022 to Q1 2023.