Identity Rebrand

Mercy Flight Central | 2022-2023

Old Aircraft (BK117)

A New Chapter

Community non-profit Mercy Flight Central celebrated 30 years of service by replacing their fleet of BK117s with AW119kx.

They sought an identity refresh that was as modern and exciting as their new aircraft while still paying tribute to their heritage and community.

Proud to Serve

Old Branding

The air medical industry is made possible by many different types of heroes, all with various (/impressive) levels of specific training. Pilots, paramedics, nurses, communications specialists & mechanics all play a vital role in each mission, and the rebrand needed to cater to the needs of each stakeholder.

In addition to being the face of the organization in traditional applications, the mark also needed to serve as the crew’s new patch on all gear worn during missions flown in the new aircraft.

It’s this last point that sparked my direction for Mercy Flight Central’s new mark. Vintage military, aviation, & scout patches all hold the space for the amount of information the logo needed to convey. The shapes found in my research also proved that a flexible design system would be easily achievable with this approach.

New Branding

Full Color Emblem

Print (business communications)

Full Color Gradient Emblem

Digital, Print (donor communications, event signage)

Single Color Emblem

Merchandise, signage where needed

  • Pilots and leadership alike needed the aircraft in the logo to be clearly recognizable as an AW119kx, not just any helicopter

  • Clinicians required not only the star of life, which communicates emergency medical services, but also the surrounding aviation wings (signaling the rigorous training needed to be a nurse or paramedic fit for air medical missions)

  • MFC’s core values––Integrity, Compassion, Excellence-–needed to be present, as they’ve been the compass for each crew for most of the organization’s 30 year history

  • Including MFC’s regions of service communicated the pride teams have in the communities they’ve served for 3 decades, while also differentiating the organization from Mercy Flight Western

Stacked Logotype

Logotype

  • A stacked logotype was requested for internal communication, some merchandise, and any other place where the emblem wasn’t appropriate

  • The direction here came from the AW119kx itself:

Flexible Branding

Knockout Emblem

Over regional photography where appropriate, mainly in donor communications and print marketing pieces

Simplified Emblem

For use across all mobile experiences and social media platforms

Rebrand Rollout