Ballard rebrands

Last week, Ballard Power Systems announced a rebranding to reflect the next phase of the company’s journey as a global provider of zero-emission fuel cell technology.

“Since the company’s founding in 1979, Ballard has been dedicated to zero-emission energy,” says company president and CEO Randy MacEwen. “And, now the global transition to clean energy is underway. With over 30 countries having announced hydrogen strategies, there is a strong commitment globally that hydrogen will play a critical role in the decarbonization of energy, mobility and industry. We are particularly excited with the expected volume adoption of hydrogen fuel cells to decarbonize hard-to-abate mobility sectors, including bus, truck, train and marine applications. As we enter a new era with a growing opportunity set and investment, it is timely for a brand refresh.”

The rebranding includes a redesign of the company’s logo, tagline, website and communication tools. Ballard’s new tagline, Here for life, is meant to convey multiple dimensions. To stakeholders, Here for life is meant to reflect Ballard’s vision to deliver fuel cell power for a sustainable planet. To customers, Here for life intends to convey support through the entire customer journey with Ballard.

“With this rebranding launch, we are bringing a fresh look to who we are and everything we believe in and do,” adds Nicolas Pocard, VP, marketing and strategic partnerships.