Three years after Bombardier emerged as a pure-play company in the business aviation sector, the Montreal-headquartered airframer is rolling out a new brand identity that it says is designed to reinforce its drive toward an “ambitious future” in that market while making a nod to its past.
The logo involves a symbol of what the company calls “Bombardier Mach,” with a silhouette of an aircraft breaking the sound barrier and strokes of wind over wing to reference the company’s past—and in particular honoring its workers who have served the company.
“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 Bombardier president and CEO Éric Martel. “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.”
Martel also credited its people for Bombardier’s successes. “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 honors these highest standards our people themselves have set for our industry.”
Bombardier added that the new logo also celebrates the company’s successful shift to a pure-play manufacturer. The logo uses a typeface that is modern and refined with subtle serifs, which the company said symbolizes its “passion for precision” that is forward-looking and -thinking.
Bombardier cited its Global 8000 as an example of this. Set to enter service in 2025, it will be one of the fastest business jets on the market with a top certified speed of Mach 0.94 and a range of 8,000 nm. It also pointed to the EcoJet research project that involves a blended-wing-body configuration to reduce emissions by up to 50%.