Meet the Mach: Exploring Bombardier’s bold new brand

April 24, 2024 heralded the beginning of an exciting new era for Bombardier, as the company unveiled a striking new brand that emphasizes its focus on its future. 

The evolution of the Bombardier brand is headlined by a dynamic new logo that highlights the company’s innovation and heritage and introduces a new symbol: the Bombardier Mach. 

Featuring the silhouette of an aircraft cutting cleanly through the wind, the logo celebrates the Bombardier Global 7500 test vehicle that became in May 2021 the first business jet to break the sound barrier, achieving an astonishing top speed of Mach 1.015. Soon, the company’s newest flagship aircraft, the industry-defining Bombardier Global 8000, will build upon this incredible feat. The new logo also incorporates wind stroking over wings, calling to mind Bombardier’s deeply rooted aerospace heritage and the storied Learjet winglet.  

The Bombardier Mach symbol also pays tribute to the pride and dedication of the company’s people. At the peak of their respective crafts, they are the driving force behind Bombardier’s unceasing determination to deliver the best products and services in business aviation. 

“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,” said Éric Martel, Bombardier’s President and CEO, when announcing the new brand on April 24. 

The exciting changes come as Bombardier, and its Bombardier Defense team, log one impressive achievement after another as the company pursues its quest to design, build, service and modify the world’s best business jets.  

“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,” said Ève Laurier, Bombardier’s Vice President, Communications, Marketing and Public Affairs.  

“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.”