The Children’s Air Ambulance provides helicopter transfer sevice and life-saving treatment to critically ill children thorughout the UK.
The rebranding is in line with the recent takeover of the charity by the umbrella organisation The Air Ambulance Service.
The main objective was to create a new brand that would fit with the brand of The Air Ambulance Service, Convio says. At the same time, the charity specialist consultancy (formerly Baigent Digital) strived to preserve the personality and feel of The Children’s Air Ambulance. Trying to combine these two objectives was in fact the main challenge, according to the consultancy.
Convio, which started working on the designs in September this year, created a hand-drawn image of a helicopter for the logo to reflect the identity of The Children’s Air Ambulance.
Steven Ramsay, Convio’s creative director, says, ‘We traced an outline of an image of the actual helicopter used and coloured it in with crayon to give it a sketchy and raw feel.’ Convio also used VAG Rounded font within the logo design to match ‘the childlike and fun feeling of the website.
The Air Ambulance Service appointed Convio in August this year to design a new website for Warwickshire and Northamptonshire Air Ambulance and sister service Derbyshire Leicestershire & Rutland Air Ambulance.
The redesigned website will go live later this month.