Textron’s Bell Helicopter Subsidiary Renamed as ‘Bell’

Textron‘s Bell Helicopter subsidiary has changed its name to “Bell” and adopted a new logo to reflect the company’s focus on innovation and customer experience.

Bell said Thursday it collaborated with brand and design consultancy FutureBrand to complete the rebranding, which will be carried out over the next year.

The two companies started the project in the summer of 2017 to help refocus Bell’s communications and better reflect the aerospace firm’s efforts to deliver flight technologies.

Bell President and CEO Mitch Snyder said the new logo shows a dragonfly representing “the mastery of flight” that Bell seeks to achieve.

The new brand strategy marks Bell’s first rebranding since the company was established following Textron’s acquisition of Bell Aircraft Corp.‘s defense businesses in 1960.

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