Branding the world’s longest aircraft

Calling Brands has created the identity for the Airlander – the world’s longest aircraft – which is being built by a UK company and is set to launch in 2016.

CGI of the Airlander in flight
CGI of the Airlander in flight

The Airlander is a helium-powered hybrid aircraft/airship, which was originally developed for the US military.

It was test-flown in the US in 2012, but following budget cuts the project was dropped. It is being revived by UK-based company Hybrid Air Vehicles, which is building the Airlander at Cardington in Bedfordshire, where airships were once built for the RAF.

CGI of the Airlander in flight
CGI of the Airlander in flight

Mike Durham, technical director of HAV, describes the Airlander as a project that could ‘change the world’.

According to Durham, the Airlander will be able to carry up to 50 tonnes of cargo for 1500 miles at speeds of up to 100mph.

CGI of the Airlander in flight
CGI of the Airlander in flight

The model currently being built is 91m-long, 34m-wide and 26m-high. It will use around 3100l of fuel each day that it is in-flight. According to HAV the Airlander will be able to stay in the air for days and does not require a runway for take-off or landing.

It is hoped that the Airlander may be used for aid distribution, heavy cargo transportation or luxury travel.

The Airlander name, identity and proposition has been developed by Calling Brands, which has been working on the project for around a year.

Airlander identity
Airlander identity

Dan Rowe, creative director at Calling Brands, says, ‘We wanted to create a name that would be category-defining – it’s a completely new type of vehicle. It’s not a blimp or an airship – it’s a new type of travel.’

Rowe adds, ‘What’s interesting is that it’s such an exciting mode of transport – it’s totally credible but it also has the excitement and appeal of airships.’

Airlander marketing material
Airlander marketing material

The Airlander identity is currently being used on marketing for the project, and Rowe says he hopes that it will be used as aircraft livery and also as a ‘halo brand’ for Airlander partners.

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Comments
  • Matt - November 30, -0001 at 12:00 am

    I thought Aang was the Last Airbender?

    Quite like the name but the identity & application all looks a bit dated – a cross between 1980’s Airwolf and 1970’s bus seat patterns!

    Shame.

  • Anand Mani November 30, -0001 at 12:00 am

    I too like the name but the kerning between the ‘R’ and the ‘L’ in the topmost example is disturbing.

    That Mr. Rowe is quoted as saying “he hopes…” shows that this wasn’t the easiest of commissions.

  • D Conran November 30, -0001 at 12:00 am

    Hmmm…. the word ‘hope’ appears a few times in the copy…. doesn’t sound very reassuring!

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