Following the multimedia advertising campaign designed for the Olympic Games, Bell has launched its new corporate brand on 8th of this month. The renewed identity includes a redesign of the corporate logo and tagline which were both thought to be aligned with the brand new strategy, services and goals.

"The new Bell brand is clear, bold and instantly recognizable, and the advertising that supports it tells our customers exactly what we can and will do for them," said Mr. Oosterman - Chief Brand Officer for Bell, and President of Bell Mobility. "The taglines - Today just got better - and - La vie est Bell - reflect our commitment as a company and as a team to deliver on our strategy and achieve our goal."

The new logo’s simplicity and close link to the brand’s roots well convey the Bell brand promise: combine strength and simplicity to deliver a better customer experience at every level.

The tagline is also an exemplary combination of simplicity and flexibility as this will allow easy customization accordingly to the different brand or ad context while well conveying the brand message: while the company moves forward, its products and services are also improving.

Meanwhile, some Bell business units were also rebranded as part of the launch to make their services clearer to customers. Bell ExpressVu is now Bell TV, Bell Sympatico is now Bell Internet, and Bell Residential phone service is now Bell Home Phone.