Bell Helicopter is rolling out something new. It’s not a new helicopter or any other aircraft, it’s a new brand.
The Fort Worth-based company owned by Textron Inc. has a new modernized logo and with its new brand will be known simply as “Bell.”
The new brand strategy and logo are rooted in the company’s focus on innovation and customer experience. Bell will roll out the rebrand over the next year.
Bell teamed up with London-based FutureBrand, a global strategic brand and design consultancy, to complete its first rebranding since Textron Inc. purchased the defense businesses of Bell Aircraft Corp. 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, according to a company news release.
“This rebrand is not just about a new logo,” said Mitch Snyder, president and CEO. “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.”
The most notable update, aside from its brand name change, is a new logo. Company officials 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 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,”said Snyder.
Bell has recently teamed up with Uber and Hillwood to work on an urban aviation plan.