Bombardier has unveiled a new brand identity anchored by the evolution of the company’s logo.
As Bombardier moves forward as a company with a sole focus on designing, building and servicing business jets, the new brand identity will reinforce the company’s approach to its customers and stakeholders.
“Today is a historic moment for more than 18,000 incredibly talented and passionate Bombardier team members. Our iconic company is looking forward with confidence and an innovative spirit, two notions captured elegantly in our new logo and brand evolution,” said Éric Martel, President and CEO, Bombardier. “Our clients worldwide are leaders who shape the world and who expect us to deliver a truly memorable experience. When asking them what sets Bombardier apart, the notion of ‘like family’ comes back time and again as a true differentiator.
“Finally, Bombardier would not be where it is today without the best people. They are true masters of their craft, bridging some of the world’s most complex technology with a highly personal and passionate approach to aircraft interior artistry, defense modifications, 24-7 services and much more. Our new company brand honours these highest standards our people themselves have set for our industry.”
The new Bombardier logo celebrates the company’s successful shift toward building, designing, servicing and modifying jets.
The symbol itself, the Bombardier Mach, features the silhouette of an aircraft breaking the sound barrier—an ode to the ambition and innovative spirit of Bombardier’s talented people—while the strokes of wind over an aircraft reference the company’s deeply rooted heritage and the Learjet brand’s storied winglet iconography.
“This evolved brand is a catalyst for Bombardier to differentiate itself as a global leader, not just amongst aerospace and defense peers, but proudly with the world’s leading inspirational brands,” said Ève Laurier, vice president, communications, marketing and public affairs, Bombardier. “Our brand has been crafted to coherently tie notions of our heritage and precision-driven engineering. The brand describes our future, in which we will express a heightened sophistication of our technology, how our employees master their craft and, above all, the customer experience.”
Laurier said, “Bombardier’s new impactful logo echoes the pride and passion we all have for our industry and will further be supported by a suite of evocative imagery featuring Bombardier’s own team members at the peak of their respective craft. Their work to elevate performance and sustainability in business aviation, services and defense continues to redefine the industry.”
