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New! Classic product brochure

Bosch Anker

The new product brochure of Bosch Classic shows a complete overview of the Bosch spare parts and the repair services offered for classic and youngclassic vehicles- from the engine, body, chassis to service parts. Furthermore it explains the navigation on the Bosch Classic Technical Archive, in which you can find equipment lists and original documentation on products among others.

Through this brochure, Bosch Classic shows just how much the traditional company still does today in order to keep the historic vehicles in the future on the road.

Enjoy reading!

Download PDF file (PDF, 6.6 MB)

The historic brush font

Bosch Pinselschrift

Bosch lettering using the brush font

The Bosch lettering was used as a brushstroke in 1921 for the first time, when the company introduced the new trademark "Anchor in a circle" and the new wordmark "ROBERT BOSCH" for the labeling of all products. In the "Bosch Zünder" this is justified as follows: "We felt compelled to move on to these new designations to ensure that our customers were assured of the fact that they actually received our genuine Stuttgart Bosch products, in contrast to inferior imitations produced by foreign factories that took these rights during the war to use our old names." (BZ 1922/6, p. 136)

The advertising department was given the task of making the new image and word mark known to the greatest possible extent, by using various advertising media such as advertisements, posters, letter supplements and the like. Advertisements in newspapers were launched from September 1921, the design of these ads came from the well-known poster artist Lucian Bernhard.

The advertisement shows "the word "Bosch" in a peculiarly sublime writing on the frame, which forms the text and pictogram markings" (BZ 1922/6, p. 137) - the new brush inscription was thus born into the world. In all major national and international specialist and daily newspapers the advertisement was placed millions of times in thirteen languages, in this way "the name Robert Bosch was brought back to mind everywhere". (BZ 1922/6, p. 137)

The actual birth of the Bosch brush lettering was a few years earlier. In 1913, the "Bosch light" (with alternator, battery, headlight and regulator) came onto the market, and Lucian Bernhard designed the corresponding advertising poster in the same year.

This "Bosch" lettering should, as stated in the "Bosch-Zünder" in 1922, "be the future of any Bosch advertising." (BZ 1922/6, p. 137)

In this way the "Bosch" brushstroke was used intensively in many different ways in the following years - as a header on Bosch sale stores and other buildings, on banners, as part of the worldwide service mark and on marketing material.

After 1950, the block letter writing which was always used at the same time came to the forefront and completely replaced the brushstroke by the middle of the 1950s.

(Compare standard N41 1950/1953, 1 042 010)