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London Air Ambulance re-brand

Agency: London Air Ambulance

Client: Bite CP

Creative design consultancy, Bite CP, has created a new identity for London's Air Ambulance (LAA).

The new logo combines the two elements of helicopter rotor blades and the universally recognised medical cross symbol.

The combination perfectly symbolises the speed and authority of an emergency intensive medical care service, which has become indispensable to those living and working in the capital.

The helicopter has been visibly branded by one of its principal sponsors, Virgin, for some years.

This sponsorship continues, and the craft will continue to display the famous logo in addition to the service's new identity.

The new identity will roll out across the organisation's helicopter, cars and communications over the next few months.

It will play an important role in communicating the confidence, strength, professionalism and dependability of this critical London service.

The teams of pilots, surgical staff and paramedics will also display the identity.

Chief executive of the LAA Andrew Cameron, said, "Our current sponsorship remains incredibly valuable but as we examined our future funding needs we felt that a unique identity for the service was becoming increasingly important.

“Many people do not realise that it depends upon a constant stream of donations and sponsorship funding."

He added, “We feel that a fresh and unique identity will help our efforts to ensure that LAA's contribution stays highly visible to the public."

The design challenge faced by Bite CP was significant.  Amongst other things, the final design required simplicity and strength to be seen at a great distance when the helicopter is in flight - but could not be too overwhelming for other items (such as business stationery).

Managing director Bite CP, Mark Lappin, concluded, "Our main challenge was to create a striking identity that didn't overshadow the current sponsor's logo, and we have achieved a perfect combination."

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