• Modernized visual identity: Bell's updated look honours its heritage while embracing a more human and relevant approach

• National media campaign launch: An integrated campaign begins today, introducing the new brand platform, “Connection is everything” to Canadians
• Xavier Dolan directs campaign films: Acclaimed Québec filmmaker and Cannes Film Festival winner, Xavier Dolan directed films for the campaign

MONTRÉAL, October 14, 2025 – Bell today launched its refreshed brand platform, "Connection is everything," accompanied by a revitalized visual identity and creative approach designed to emphasize a more human, relevant and connected future. The platform underscores Bell's fundamental role in facilitating essential human connections, reaffirming its dedication to helping individuals and businesses forge meaningful relationships with each other, their communities and the wider world.

"For 145 years, Bell has been committed to connecting people – to each other, their communities, and the world. This refresh honours our legacy while looking to the future with a more human, approachable and relevant perspective. 'Connection is everything' embodies who we are today – a company dedicated to enabling stronger connections."

• Devorah Lithwick, Senior Vice President and Chief Brand Officer, Bell

The integrated national media campaign, launching today, will introduce "Connection is everything" to Canadians over the coming months. The first phase includes a series of out-of-home boards and 15-second TV spots, online and social videos celebrating moments of connection, integrated with the brand’s iconic logo.

The second phase will feature TV, online and social videos, artfully directed by Xavier Dolan. These emotionally resonant, cinematic pieces explore the diverse ways Canadians connect with their passions, each other and the world. The long-form version of the film is running on Bell’s YouTube channel beginning today.

The modernized visual system features a bold, simplified "Blue B" as its central graphic element, complemented by a fresh colour palette and updated typography for a contemporary feel. Its modular design ensures flexibility across all digital and physical touchpoints.

Continuing a successful collaboration that began in 2008, the refreshed brand elements and launch creative were a joint effort by Bell's Agencies of Record: Zulu Alpha Kilo, LG2, Leo Burnett, Blache & Yong and JAM.

About Bell

Bell is Canada's largest communications company[1], leading the way in advanced fibre and wireless networks, enterprise services and digital media. By delivering next-generation technology that leverages cloud-based and AI-driven solutions, we’re keeping customers connected, informed and entertained while enabling businesses to compete on the world stage. To learn more, please visit Bell.ca or BCE.ca.

Media inquiries:
Jessica Benzinger
jessica.benzinger@bell.ca

Investor inquiries:
Richard Bengian
richard.bengian@bell.ca

[1] Based on total revenue and total combined customer connections.