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The Importance of ‘Brand’ in Business Aviation

Bombardier has launched its new brand, and we’re impressed!

For the past 80 years, Bombardier has become known as a manufacturing stalwart, touching every facet of transportation, from trains and planes to Ski-Doos. Their iconic Learjet invented the notion of business aviation, while its Global 7500 expanded how fast and how far the industry could go. It has served them well, with a quadrupling of profits. Bombardier is refocusing its efforts on the business aviation industry and wishes to be seen as an innovative, pure-play business aviation leader.

Bombardier commissioned a Brand Agency called Lippincott, and in our opinion they’ve captured Bombardier’s unique ethos.

Bombardier Global 8000 featuring the new corporate logo

As Bombardier moves forward as a company with a sole focus on designing, building, and servicing business jets, the new brand identity is to reinforce and propel the company’s approach to its customers and stakeholders: putting people at the center and instilling a sense of family.

Bombardier has established itself as a world leader in business aviation building on the pillars of its smooth-flying business jet portfolio, freshly expanded worldwide service network, and a successful, growing Bombardier Defense team. The new brand identity reflects the success of Bombardier’s teams, who deliver high-performing jets and serve clients worldwide.

“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, president and CEO, Bombardier. “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.”

Martel added: “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 honors these highest standards our people themselves have set for our industry.”

A new logo, inspired by innovation and heritage
The new Bombardier logo celebrates the company’s shift toward building, designing, servicing, and modifying jets. The symbol itself, the Bombardier Mach, features the silhouette of an aircraft breaking the sound barrier – an ode to the ambition and innovative spirit of Bombardier’s talented people – while the strokes of wind over an aircraft reference the company’s deeply rooted heritage and the Learjet brand’s storied winglet iconography.

“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, VP, Communications, Marketing and Public Affairs, Bombardier. “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.”

Laurier added, “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.”

Fusing technology with the notions of customer experience and sophistication is further reflected in the custom typeface leveraged by the new logo. The typeface is both modern and refined with subtle serifs that connect to the language of the symbol and highlight Bombardier’s passion for precision.

The Bombardier Global 8000 aircraft, currently under development, is set to be the “flagship of a new era” when it’s expected to enter service in the second half of 2025. In parallel, Bombardier has further taken the lead on the future of aircraft design with the EcoJet research project, a groundbreaking initiative that leverages the blended-wing-body aircraft configuration to reduce emissions up to 50%.

Bombardier Defense will also carry forward its mission as a flexible and reliable ally to worldwide governments and militaries. The group will continue operating under the Bombardier Defense flag, offering innovative capabilities equipped on aircraft such as the Bombardier Global 6500, which are changing what is possible in the surveillance, reconnaissance, and multi-mission spaces, and more.

Bombardier customers operate a fleet of approximately 5,000 aircraft, supported by a network of Bombardier team members worldwide and 10 service facilities across six countries. Bombardier’s jets are manufactured in aerostructure, assembly, and completion facilities in Canada, the United States, and Mexico.

Bombardier’s revenues of $1.3 billion for the first quarter reflect 13% year-over-year aftermarket growth and 20 aircraft deliveries, in line with production plan and full year delivery guidance of 150 to 155 aircraft.

First quarter unit order intake was up 60% year-over-year; backlog increased by $700 million since the beginning of the year to $14.9 billion on unit book-to-bill of 1.6.

Bombardier’s new Aircraft Assembly Centre in the Greater-Toronto Area will play host to the company’s 2024 Investor Day on May 1, 2024, preceding the site’s inauguration ceremony taking place the same day.

Martel said, “Building our backlog, growing recurring income streams, and retiring debt have all been staples of Bombardier’s solid performance and our first quarter of 2024 delivered on all three very positively. This level of focused execution continues to provide solid ground for our team and balance sheet to stand on.”

Martel added, “I also want to commend the teams working hard to keep our delivery plan and profile on track toward our full-year guidance. We continue to be flexible and proactive, all while keeping an eye on the bottom line and our commitments. On that front, achieving a 16% adjusted EBITDA margin for the quarter in this landscape is nothing short of exceptional and speaks to the tremendous collective effort to stay focused on our fundamentals and work to our plan.”


Sentinel Aviation

Sentinel Aviation


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