Fort Worth, Texas (February 22, 2018) - Bell Helicopter, a Textron Inc. (NYSE: TXT) 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 PUSHING 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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Thinking above and beyond is what we do. For more than 85 years, we’ve been reimagining the experience of flight – and where it can take us.
We are pioneers. We were the first to break the sound barrier and to certify a commercial helicopter. We were a part of NASA’s first lunar mission and brought advanced tiltrotor systems to market. Today, we’re defining the future of advanced air mobility.
Headquartered in Fort Worth, Texas – as a wholly-owned subsidiary of Textron Inc., – we have strategic locations around the globe. And with nearly one quarter of our workforce having served, helping our military achieve their missions is a passion of ours.
Above all, our breakthrough innovations deliver exceptional experiences to our customers. Efficiently. Reliably. And always, with safety at the forefront.
Textron Inc. is a multi-industry company that leverages its global network of aircraft, defense, industrial and finance businesses to provide customers with innovative solutions and services. Textron is known around the world for its powerful brands such as Bell, Cessna, Beechcraft, Pipistrel, Jacobsen, Kautex, Lycoming, E-Z-GO, Arctic Cat, and Textron Systems. For more information, visit: www.textron.com.
Certain statements in this press release are forward-looking statements which may project revenues or describe strategies, goals, outlook or other non-historical matters; these statements speak only as of the date on which they are made, and we undertake no obligation to update or revise any forward-looking statements. These statements are subject to known and unknown risks, uncertainties, and other factors that may cause our actual results to differ materially from those expressed or implied by such forward-looking statements, including, but not limited to, changes in aircraft delivery schedules or cancellations or deferrals of orders; our ability to keep pace with our competitors in the introduction of new products and upgrades with features and technologies desired by our customers; changes in government regulations or policies on the export and import of our products; volatility in the global economy or changes in worldwide political conditions that adversely impact demand for our products; volatility in interest rates or foreign exchange rates; and risks related to our international business, including establishing and maintaining facilities in locations around the world and relying on joint venture partners, subcontractors, suppliers, representatives, consultants and other business partners in connection with international business, including in emerging market countries.
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