Bell

For more than 80 years, Bell Helicopter has been reimagining the experience of flight to solve real-world challenges. They’re also true aviation pioneers. Bell’s long history of breakthrough innovations reflects a commitment to delivering more to its customers. Over the past few years, Bell’s business and vision for the company have been evolving. Bell needed to change its narrative externally and needed to shift perceptions internally.

Though still wanting to be recognized for its strength in rotorcraft, we worked to expand its brand to include its new innovations. We simplified the company name to just “Bell” and shifted its focus away from individual products to the value of the master brand offering. By bridging Bell’s past and future innovations and acknowledging the value of its entire workforce we created a new set of values more akin to a progressive Silicon Valley startup than a company founded in 1935. It's this rich heritage that truly sets Bell apart. Rooted in a new personality—pioneering, nimble, tenacious and reliable—the brand’s expression reinforces the “One Bell” mantra while supporting future growth initiatives and creating an aspirational target for all employees to strive towards, every day.