For 80 years, Bombardier has shaped how people move around the world. Today, they are at the forefront of innovation in sustainability and emission reduction. The brand needed to reflect this new chapter and the breadth of how they serve customers.

To capture Bombardier’s unique ethos, we needed to start with its people. With an internal culture marked by rigor, warmth, and contagious passion, Bombardier authentically shared DNA with the customers they served: the world’s most discerning and impactful leaders.

That led us to a powerful brand idea — At Your Altitude —evocative of Bombardier’s connection and empathy for customers, partners and employees, and an unmatched ability to operate at their level. It’s reminiscent of the experience Bombardier creates for its customers—one where every moment is thoughtfully curated and second to none.

For employees, it’s a rallying cry, reflecting the DNA of Bombardier’s people, who bring the best of themselves to work every day to deliver that elevated experience. We further encapsulated that idea in a new employee value proposition, weaving the deep passion and expertise of Bombardier’s employees into the fabric of the new brand.

We knew that for the new brand to succeed, it needed to be stewarded by a powerful brand expression system that positioned them as a focused aviation business. The evolved visual expression is built around the new logo: the Bombardier Mach. It features the silhouette of an aircraft breaking the sound barrier—an ode to the ambition and innovative spirit of its people—while the strokes of wind over an aircraft reference Bombardier’s heritage LearJet brand.

Other brand elements, including more eye-level voice and messaging, connect to bring a curated focus on customers and define what an elevated experience can be. The surrounding system is fluid and organic, yet engineered, showcasing both the brand’s precision to craft and its commitment to creating a warm, welcoming experience for customers.

We expanded the visual expression to the livery: a striking engineered pattern of the Mach symbol creates a sense of precision and wind flow motion over the aircraft. A bold Mach symbol on the vertical stabilizer creates a clear statement and recognizability.

The new Bombardier was revealed to the world on April 24, generating press across media sites, including Fast Company, Brand New, The Montreal Gazette, Aviation International News and more.

Category:Graphic DesignAward Year:2024Designers:Michael Guerin, Lizzie Harris, Brendán Murphy, Jeroen Sikma, Will Ferguson, Devin Sager, Lippincott New York, New York, USAManufacturer:Bombardier, Inc., Dorval, Quebec, Canada