Bombardier
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Marketing
Brand Implementation
Advertising
Website
Digital Comms
Experiential
The brief
Bombardier manufactures the exceptional Challenger and Global ranges of business jets. In 2024, the company launched a comprehensive rebrand to reflect its transformation into a ‘pure play’ business aviation company. Having divested its rail and commercial aircraft divisions, the company needed a brand identity aligned with its singular focus: designing, manufacturing, and servicing high-end business jets.
We’ve been implementing the branding and promoting the Bombardier range of business jets since 1999, supporting the business through a number of major organisational, brand and strategy changes over the 27 years.
The approach
The centrepiece of this rebrand is the new ‘Bombardier Mach’ logo, a stylised symbol depicting an aircraft breaking the sound barrier. This visual communicates speed, innovation, and forward momentum, while subtle design elements such as airflow lines reference the firm’s aviation heritage and legacy brands like Learjet.
The updated typography and softer design language further signal a shift toward modern luxury and sophistication, aligning with the expectations of high-net-worth clients. Strategically, the rebranding positions Bombardier not just as an engineering company, but as a premium lifestyle and service brand.
The outcome
Our brand implementation and branded campaigns have supported aircraft sales and maintained CRM communications with markets including: HNWIs, corporate aircraft owners, private jet operators, aircraft charter companies, dealer networks and after sales. The new brand also reinforces company culture by highlighting employees as central to innovation and service delivery.
Bombardier’s new branding demonstrates how a focused corporate strategy can be reinforced through design and storytelling. By aligning its identity with innovation, heritage, and customer-centric luxury, the company has successfully repositioned itself in the competitive business aviation market.
The reaction
“Sometimes, I forget to do things in time. Sometimes, I forget to allocate the correct budgets. Sometimes, I don’t give the right briefs. And sometimes, just sometimes, I am not actually that easy to work with. Dan and his company forgive me all of these things and still work with me after 5 long years. So, for the stellar service they provide, for the refreshing, drop-everything-for-you approach, for the unbeatable costs, and for the care they take for the end product, I cannot recommend Design Incorporated highly enough.”
Murray Sutherland, Director, Marketing Business Jet Division, Bombardier.
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