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As Canadians, we've become accustomed to crap unfortunately. It's also rare to get true gems unless it's from a small firm that can focus on actually building a brand. As Bell is already well known, the thought that seems comes to mind about this rebrand is complacency. Another opportunity wasted.

even though the site is much more appealing visually, the guts are still exactly the same!! - EVEN without those damn beavers. this new logo is atrocious! there is no flair to it, and all i see is - Bel l - every time i look at it. i don't even want to know how Z.A.K. sold this to bell...