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Follow-up: New Logo and Identity for Bell by Futurebrand

Follow-up

Noted Mar. 1, 2018 by Armin

Industry / Corporate Tags /

About

(Est. 1935) “Thinking above and beyond is what [Bell does]. For more than 80 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 aboard NASA’s first lunar mission and brought advanced tiltrotor systems to market. And today, we’re defining the future of on demand mobility. Just last month, we were the first aeronautical company to debut at CES, demonstrating our urban air taxi concept aircraft—an innovation closer to reality than science fiction. Headquartered in Fort Worth, Texas - as a wholly-owned subsidiary of Textron Inc., - we have strategic locations around the globe. 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.”

Design by

Futurebrand

Related links

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Relevant quote
The dragonfly is the ultimate master of the vertical dimension. It is one of the most advanced airborne creatures—having the ability to take off and land vertically and fly in any direction. It is agile, maneuverable and lethal. In regions around the world and across cultures both modern and ancient, the dragonfly is a symbol of change, rebirth and self-realization.

While the dragonfly is a prominent component of Bell’s new logo, the shield that houses it is also significant — cuing reliability and customer service. And its angles — both sharp and rounded — echo Bell’s product designs, lending a sense of credibility and authenticity to our logo that is unique to Bell.

Consisting of three colors, Bell’s primary palette is inspired by the company’s history—using the legacy red and black shades found in their old logo, along with white, to create a presence that commands attention. The extended palette (blue, green, khaki and gray) deliberately resembles the landscapes Bell’s aircraft soar above and the environments they fly through—from the land and sea to cities and deserts.

Bell’s reliability shines through in a solid, simple Aktiv Grotesk typography, used in four weights: bold, black, regular and light.

Inspired by Bell’s mastery of aviation and the movement of their aircraft, the horizon device—which visualizes how Bell’s aircraft expertly rise from the ground and descend back down—creates simple, striking layouts and tell multiple stories in the same space.

Futurebrand provided text

Images (opinion after)
Follow-up: New Logo and Identity for Bell by Futurebrand
Logo and references.
Follow-up: New Logo and Identity for Bell by Futurebrand
Logo.
Follow-up: New Logo and Identity for Bell by Futurebrand
Identity elements.
Follow-up: New Logo and Identity for Bell by Futurebrand
Layouts.
Follow-up: New Logo and Identity for Bell by Futurebrand
Spaceship vehicle thing that’s awesome.
Follow-up: New Logo and Identity for Bell by Futurebrand
Ads.
Follow-up: New Logo and Identity for Bell by Futurebrand
Swag.
Follow-up: New Logo and Identity for Bell by Futurebrand
Name badges.
Motion toolkit.
Brand video.
Opinion

After posting about the logo yesterday — in which I had a slightly wrong version of the logo — Futurebrand reached out to send application images and the correct version of the logo. Since I already liked the logo and my main misgiving with it was part of what was wrong about the file, I appreciate it more now. The logo in yesterday’s post also had the wordmark in the wrong place, which was a recurring criticism in the comments. Aside from the logo, now we have some serious-looking applications with some cool boldness to them that — paired with their product — make the company feel adventurous, exciting, and technologically advanced. The layouts with the red logo in the center and the shifting horizon line are pretty cool. I’m not too convinced about the 3D rendering versions of the logo but they are almost like car badges for their helicopters and flying machines. Overall, a very appropriate and well deployed identity.

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