London’s Air Ambulance Charity has revealed a daring new identification by FORM Manufacturers Studio, designed to assist the organisation deepen its reference to the general public and increase very important fundraising efforts. Rooted within the thought of ‘Propelling Promise’, the rebrand strikes a steadiness between the high-intensity nature of emergency response and the heat and hope that outline the charity’s mission.
The rebrand comes at a pivotal second for the organisation. With a brand new strategic path and rising demand for its life-saving companies, the charity wanted a model that might galvanise assist throughout the capital whereas staying true to its 36-year legacy. As Jayne Clarke, director of fundraising & advertising and marketing, says: “The £17 million a 12 months it takes to ship our service can solely include the assist of the town we serve.”
Working in shut collaboration with the charity, FORM developed a brand new wordmark, color palette, sort system, icons, movement property, copywriting, images and fundraising supplies. On the coronary heart of the system is a gradient impressed by the movement of helicopter blades, nodding to the organisation’s operational core and a metaphor for fixed motion.
“Propelling Promise actually took flight,” says Beth Andlaw, FORM’s co-founder and technique director. “Groups throughout the organisation felt aligned to the sentiment of being a model about motion – a driving power, in addition to compassion and hope.”
The visible system blends crimson – a long-standing a part of the charity’s identification – with a brand new vivid orange, taken from the flight fits worn by medics on the scene. The gradient that fuses the 2 creates a placing and versatile signature that speaks to urgency, momentum, and life-saving care.
Alongside the visible refresh, FORM launched a brand new wordmark impressed by the lettering on the helicopter tail. With refined cues to flight and movement, it captures each operate and spirit. Typography performs a key position all through the system, with London borough names utilized in radiating patterns that reinforce the charity’s connection to the communities it serves.
“‘Propelling Promise’ turned the platform that drove all the verbal identification,” explains Alex Andlaw, FORM’s co-founder and artistic director. “We have been impressed by the depth of the scientific work, the calm composure of the crews, and the deep bond between the charity and the individuals of London.”
The staff prolonged that power right into a full inventive writing system, guaranteeing each headline, name to motion and fundraising message carried the model’s twin spirit of willpower and hope. Traces like “Trauma would not cease. Neither will we” and “Right here for London. Right now, tomorrow, at all times” anchor the tone of voice, characterised as resolute however reassuring.
To make the model tangible in new methods, FORM additionally designed a collection of collectable badges impressed by the embroidered patches worn by the charity’s pilots and medical doctors. Serving as each model memorabilia and fundraising instruments, the badges give supporters a direct hyperlink to the frontline and deepen emotional engagement.
Images by James Pearson-Howes provides one other layer to the story, capturing actual individuals and locations throughout the capital to point out the on a regular basis relevance of the charity’s work. The tone is genuine and grounded, reinforcing the model’s connection to lived experiences.
Crucially, accessibility was a guideline all through the design course of. The color palette meets AA requirements, and the typographic system was constructed to be legible and inclusive throughout all purposes.
“We had an thrilling alternative to maneuver our model ahead,” says Jayne. “The refreshed technique leans on our daring historical past however nonetheless seems to be to the longer term – giving us a brand new identification and tone of voice that may assist us obtain our bold targets.”
Alex Andlaw, founding father of FORM, provides: “The brand new identification mixes the spirit of the unique with the forward-looking nature of the place the charity is headed. It brings all the pieces collectively.”
From helicopters and hospitals to excessive streets and borough billboards, the brand new model positions London’s Air Ambulance Charity as an important presence throughout the town and as a service that does not simply fly into motion however stays rooted within the lives it saves.
