Information from TTFLY: Bell
Helicopter, a Textron Inc. company and major global aircraft manufacturer,
revealed today it has rebranded to be known as simply "Bell." The new
brand strategy and modernized logo are rooted in the company's focus on
innovation and customer experience. Bell will roll out the rebrand over the
next year.
"Bell
has always been about more than just helicopters. Our team has spent the past
80 years publishing the boundaries of flight, and now we will accurately
reflect that quest,"said president and CEO Mitch Snyder. "the look
captures our innovative spirit without detracting from our core mission of
providing safe and unsurpassed experiences to our customers."
The
most notable update, aside from its brand name change, is a new logo. Bell
wanted to highlight the tenacious pursuit of flight with its depiction of a
dragonfly, while grounding the logo with a shield to illustrate the company's
stellar reputation in reliability and quality. "The dragonfly can take off
and land wherever it wants, fly quickly and efficiently in any direction, and
hover at will. It represents the mastery of flight, something Bell strives to
achieve," added Snyder.
Bell
teamed up with FutureBrand, a global strategic brand and design consultancy, to
complete its first rebranding since Textron Inc. purchased the defense
businesses of Bell Aircraft Corporation in 1960 some of which became Bell
Helicopter. The process, which began in the summer of 2017, helped refocus the
company's communications to more accurately reflect how employees go above and
beyond to bring the experience of flight to customers.
"This
rebrand is not just about a new logo," said Snyder. "We chose to do
this because we see ourselves at the forefront of technology. We believe this
refresh embodies the idea that we can make the vertical dimension more
accessible."
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