Lippincott

Bombardier’s new CI tells a story in every single element: of committed employees, of the legendary Learjet brand, of pioneering spirit, history and the future. Lippincott achieved an aesthetic balancing act that uniquely positions this aviation company so rich in tradition. Starting from the narrative logo of the Mach, the brand is given a creative boost thanks to customised typography, catchy iconography and, last but not least, a memorable visual language.

Interview with Lippincott

Red Dot: Bombardier’s new CI seems to be very approachable. Was the aim to appear people-centric?
Lippincott: To capture Bombardier’s unique ethos, it was crucial to start with the people. Bombardier is characterised by a passionate culture and takes immense pride in serving other equally passionate people. The brand identity emphasises the things Bombardier has in common with its customers, and how it provides them with an experience that’s at their altitude and meets their expectations. At the same time, our design had to find a balance between structure and fluidity. Passion meets perfection, art meets science. It reflects Bombardier’s culture, but also aviation, which is born not only of engineers but also of dreamers.

To what extent was it important to link the company’s tradition with the future?
The new identity picks up on the rich history and at the same time visualises the beginning of a new chapter. Laurent Beaudoin once said: “Bombardier is a company that always looks forward, and that never thinks it has reached its goal, because the goal is to always move forward, to push, to innovate and to remain the leader.” We believe that the new logo, the Mach, symbolises exactly this sentiment. The term “Mach” is a reminder that Bombardier is always one step ahead of the times. And the logo shows the silhouette of an aircraft breaking the sound barrier, while the strokes of wind above an aircraft reference Bombardier’s heritage Learjet brand.

The visual identity also features Bombardier employees working in the background …
It is an ode to Bombardier’s talented employees, their passion, their craftsmanship and their technological expertise. Their passion and skill are what sets Bombardier apart. Stunning portraits by the renowned photographer Guillaume Plisson capture the team members who set the standard when it comes to delivering the highest performing jets and world-class service to customers around the world.

How difficult was it to introduce a new approach to the more traditional aerospace industry?
When we looked at how other aerospace companies presented themselves, we found it quite uninspiring. We saw a lot of caricatures of what private travel is all about. We wanted to tell a more accurate story with our design, and the team at Bombardier was totally on board. When we developed the concept, we took a step back together to see if our work for Bombardier would define a league of its own.