Stylized logo proclaims `it’s not Ma Bell anymore’

It may take five or six years or even longer for Bell Canada's new logo changeover to be complete, but readers and tv audiences will see the change at the end of this month in Bell print and tv advertising.Instead of...

It may take five or six years or even longer for Bell Canada’s new logo changeover to be complete, but readers and tv audiences will see the change at the end of this month in Bell print and tv advertising.

Instead of the old bell-in-a-box logo, the new Bell logo is a stylized human profile encircled by two lines reminiscent of the rings found around some of the planets in the solar system.

The profile and rings are gold-colored – a new color for Bell. Its familiar blue has been changed to a slightly different shade.

Sandra Cruickshanks, director of communications for Bell Ontario, says the key reasons for the change are the recognition there are people in the phone business, and that the company is growing and moving in new directions.

Cruickshanks says the telecommunications giant wants people to know ‘it’s not Ma Bell’ any longer.

As well as appearing in print and on tv, Cruickshanks says the new logo will begin to appear on Bell properties such as phone booths, trucks, telephone directories, signs on buildings, and so on, when those items are due for replacement.

At the end of this first quarter this year, Cruickshanks says the new logo will appear in Ontario and Quebec on Bell’s newly designed phone bills.

She says the new logo was developed over several years and tested exhaustively. It was designed by Bell staff with some outside advice.

The cost of the new logo’s implementation in 1995 will be about $500,000. DC