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