Coinciding with its advertising campaign as part of its sponsorship of the 2008 Beijing Olympics, Bell introduced a new logo and minimalist ad style, with the slogans "Today just got better" (with emphasis on the suffix "er") in English Canada and "La vie est Bell" (a pun on "La vie est belle" — French: life is beautiful) in French Canada.[36] The font used in Bell's marketing is a custom typeface known as 'Bell Slim', by Canadian typeface designer Ian Brignell.