Bombardier, a leading name in business aviation, unveiled a new brand identity on April 24, 2024. This shift reflects the company’s focus on becoming a pure-play business aviation leader. The new logo, called the “Bombardier Mach”, features a supersonic aircraft silhouette symbolizing ambition and innovation, while strokes resembling wind over a wing acknowledge Bombardier’s heritage and the Learjet brand’s winglet design.

The company’s employee value proposition, “where heart meets mastery”, highlights the talent and dedication of its workforce. Bombardier prioritizes a customer-centric approach with a strong sense of community, emphasizing its commitment to people.

“Today is a historic moment for more than 18,000 incredibly talented and passionate Bombardier team members. Our iconic company is looking forward with confidence and an innovative spirit, two notions captured elegantly in our new logo and brand evolution. Our clients worldwide are leaders who shape the world and who expect us to deliver a truly memorable experience. When asking them what sets Bombardier apart, the notion of ‘like family’ comes back time and again as a true differentiator. Finally, Bombardier would not be where it is today without the best people. They are true masters of their craft, bridging some of the world’s most complex technology with a highly personal and passionate approach to aircraft interior artistry, defense modifications, 24-7 services and much more. Our new company brand honours these highest standards our people themselves have set for our industry.”  

Éric Martel, President and CEO, Bombardier

This brand refresh comes after Bombardier’s successful journey as a leader in business jets, backed by its service network expansion and the growing Bombardier Defense team. The company has consistently balanced its innovative spirit with its entrepreneurial roots and family values. The new identity celebrates these passionate teams who deliver top-performing jets and exceptional service globally.

“This evolved brand is a catalyst for Bombardier to differentiate itself as a global leader, not just amongst aerospace and defense peers, but proudly with the world’s leading inspirational brands. Our brand has been crafted to coherently tie notions of our heritage and precision-driven engineering. The brand describes our future, in which we will express a heightened sophistication of our technology, how our employees master their craft and, above all, the customer experience. Bombardier’s new impactful logo echoes the pride and passion we all have for our industry and will further be supported by a suite of evocative imagery featuring Bombardier’s own team members at the peak of their respective craft. Their work to elevate performance and sustainability in business aviation, services and defense continues to redefine the industry.”  

Ève Laurier, Vice President, Communications, Marketing and Public Affairs, Bombardier

The new logo’s bespoke typeface reflects the company’s focus on technology, customer experience, and sophistication. It’s modern yet refined, with subtle details that complement the logo’s design and showcase Bombardier’s commitment to precision.

Looking ahead, Bombardier is poised for an ambitious future. The Bombardier Global 8000 aircraft, entering service in 2025, promises to be the industry leader in speed, range, and comfort. Additionally, the EcoJet research project demonstrates Bombardier’s commitment to sustainability, aiming for a 50% emission reduction through its blended-wing-body design.

Bombardier Defense will continue its mission as a trusted partner to governments and militaries, offering innovative solutions on aircraft like the Global 6500, which is redefining capabilities in surveillance, reconnaissance, and multi-mission applications.

Bombardier’s bold new brand identity signifies their confidence and innovative spirit as they soar towards an ambitious future in business aviation.

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Photo by Bombardier