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New Logo for Bell by Futurebrand



Noted Feb. 28, 2018 by Armin

Industry / Corporate Tags /


(Est. 1935) “Bell is an American aerospace manufacturer headquartered in Fort Worth, Texas. A division of Textron, Bell manufactures military rotorcraft in and around Fort Worth, as well as in Amarillo, Texas, and commercial helicopters in Mirabel, Quebec, Canada. Bell provides training and support services worldwide.” (Wikipedia)

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Bell press release

Relevant quote
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 [President and CEO Mitch] Snyder.

Bell press release

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New Logo for Bell by Futurebrand

Like Kopter last week, this is another instance of a generic swoosh biting the dust and in return getting a much more interesting, memorable, and bad-ass logo. The old logo was like a cheap 1980s PC called “Helicopter”, not a company making actual helicopters. The new logo is really great with an unexpected use of a dragonfly — especially in an age where logos are the least metaphorical they’ve ever been — that has been rendered in a cool, mechanic-y way. I wish its tail either had more breathing space to match the spacing around the wings or bled into the bottom of the shield to match the head; that in-between point where it’s at now is kind of annoying. (Update: I had a wrong version of the logo; the correct one where the tail bleeds off the shield is now up.) The white line and triangle above its head I assume is meant to evoke helicopter blades (viewed perfectly horizontal from the side/front) and serves as a nice a way to contain the wordmark. I’m not usually a fan of putting notches and cutting corners in letters but here it sort of — sort of — works by matching the angles of the dragonfly. Overall, a nice surprise of a logo and a drastic improvement from the old one.

Thanks to Kevin Tucker for the tip.

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