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Bull is ‘Back in busines’

Bull takes the initiative and launches new corporate identity with an advertising campaign

Paris, September 19, 2005 –

Bull is today unveiling a provocative advertising campaign in France, to mark the launch of its new corporate identity. The slogan, ‘Back in business’ signals that Bull is most definitely still here, and a force to be reckoned with. Bull has clearly bounced back.

The series of three simple, inverted visual images (‘heart-monitor trace’, ‘fast rewind/fast forward’ and ‘No/oN’) marks a shift in tone for Bull, which invites the reader to turn the page (and the image of Bull) upside-down. Each visual relates to one of three key stories: Bull’s financial performance, its expertise in the latest technologies, and its commercial momentum.

The campaign, developed by TBWACORPORATE, will be run in France for a three-week period from 19 September to 8 October 2005. The media plan features full, back-page ads in a number of major business and IT titles.

New logo for a transformed company

Bull’s new logo is a key element of the new corporate identity, symbolizing the company’s modernity, power and vitality. The use of the color grey reflects Bull’s status as a manufacturer with powerful technological expertise, while the accompanying touch of green provides a link to the company’s past.

Reflecting a new Bull, the new logo links technology and simplicity with the move towards the Open Source world, powerful industry partners, new markets and new horizons.

Didier Lamouche, Bull Chairman and Chief Executive Officer explains: “Today we are inviting everyone to discover the new reality of Bull: a successful, extremely high-tech, profitable and public enterprise, which is on the way back to success. And even if our corporate identity is evolving, the Bull brand remains because it represents our historical legacy and is a synonym for our expertise.”

The second stage of Bull’s return to the limelight will be marked by a subsequent advertising campaign, rolling out from the end of October, which will reveal the new face of Bull, its positioning and its offerings. The implementation of the new logo will coincide with the second campaign.

Anne-Marie Jourdain
rue Jean Jaurès – 78340 Les Clayes sous Bois – France
Phone: +33(0)1 30 80 32 52
E-mail: [email protected]

Pierre Perrin-Monlouis
Pierre Perrin-Monlouis
Fondateur de Rente et Patrimoine (cabinet de gestion de patrimoine), Pierre Perrin-Monlouis est un analyste et trader pour compte propre. Il vous fait profiter de son expérience en trading grâce à ses analyses financières et décrypte pour vous les actualités des marchés. Son approche globale des marchés combine à la fois l'analyse technique et l'analyse fondamentale sur l'ensemble des marchés : crypto, forex, actions et matières premières.