Phone company rings changes with new logo

Canadian telecommunications company Bell has launched a new corporate logo as part of a ú3.2m business transformation.

Two Montreal and two Toronto consultancies entered a paid creative pitch against Bell’s in-house team. The ideas of Montreal designer Gilles Brault and the in-house group were married to produce the blue and yellow logo.

In Bell’s first visual revamp since 1976, a human profile is set within two open rings. This creates “a planetary image and symbolises the dynamic future of global telecommunications”, according to a Bell spokesman.

The logo, launched in December, will be rolled out across all literature, phone booths, vehicles and Bell subsidiaries.

A spokeswoman for Bell, which has more than 45 000 employees, says there will be more design work as the company moves into multimedia and entertainment, although she could not be specific.