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Bombardier unveiled a bold new look on Wednesday, representing the company's unique approach to its customers and stakeholders and leading in the world of business aviation. The new logo celebrates the company's shift to pure-play business aviation, inspired by innovation and a deeply rooted heritage.
The new brand identity represents Bombardier's move forward with a sole focus on designing, building and servicing the best business jets in the world, reinforcing and pushing the company's approach to place people at the center and instill a sense of family. Bombardier has established itself as a world leader in business aviation, building on the pillars of its bizjet portfolio, expanded global service network and growing Bombardier Defense team. Throughout its history, Bombardier has maintained the spirit of innovation and held on to its entrepreneurial roots and family values. The new branding reflects the company's success and the success of its talented teams, who have set a standard for delivering high-performing jets and world-class service to customers around the world.
"Today is a historic moment for more than 18,000 incredibly talented and passionate Bombardier team members," Bombardier President and CEO Éric Martel said. "Our iconic company is looking forward with confidence and an innovative spirit, two notions captured elegantly in our new logo and brand evolution. 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," Martel said. "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."
New logo to represent the rebrand
Bombardier's new logo is celebrating the successful shift toward building, designing, servicing and modifying the world's best BizJets. The Bombardier Mach includes the silhouette of an aircraft breaking the sound barrier. This logo change is an ode to the ambition and innovative spirit of the teams at Bombardier and the strokes of wind over an aircraft reference the company's deeply rooted heritage and the iconic Learjet brand's 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, Bombardier's VP of communications, marketing and public affairs. "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."
The blending of technology with the customer experience and sophistication is further evidenced by the bespoke typeface used in the new logo. The typeface has modern features, refined with subtle serifs to connect the language of the symbol and emphasize Bombardier's passion for precision.
"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," Laurier said. "Their work to elevate performance and sustainability in business aviation, services and defense continues to redefine the industry."
Looking to the future
The Bombardier Global 8000 is a prime representation of the rebranding. The "flagship of a new era" is expected to enter service in the second half of 2025. The new jet will deliver the industry's fastest, longest range and smoothest ride. Bombardier has also expanded its environmental involvement, taking the lead on futuristic aircraft design with the EcoJet research project, an initiative using a blended-wing-body aircraft configuration to reduce emissions by up to 50 percent.
Bombardier Defense will continue carrying out its mission as a flexible and reliable ally to governments and militaries globally. The group will continue to operate under the Bombardier Defense flag and offer innovative capabilities on aircraft like the Bombardier Global 6500, changing what is possible in surveillance, reconnaissance and multi-mission spaces.