FORM rebrands London's Air Ambulance charity

As London's Air Ambulance Charity looks to the future, FORM Brands Studio delivers a bold new visual and verbal identity that blends urgency and optimism.

Written By: Abbey Bamford

18 June 2025

Three fundraising posters for London's Air Ambulance Charity featuring emergency responders and messaging about trauma support and hope, designed by FORM Brands Studio

London's Air Ambulance Charity has revealed a bold new identity by FORM Brands Studio, designed to help the organisation deepen its connection with the public and boost vital fundraising efforts. Rooted in the idea of 'Propelling Promise', the rebrand strikes a balance between the high-intensity nature of emergency response and the warmth and hope that define the charity's mission.

The rebrand comes at a pivotal moment for the organisation. With a new strategic direction and rising demand for its life-saving services, the charity needed a brand that could galvanise support across the capital while staying true to its 36-year legacy. As Jayne Clarke, director of fundraising & marketing, says: "The £17 million a year it takes to deliver our service can only come with the support of the city we serve."

Working in close collaboration with the charity, FORM developed a new wordmark, colour palette, type system, icons, motion assets, copywriting, photography and fundraising materials. At the heart of the system is a gradient inspired by the motion of helicopter blades, nodding to the organisation's operational core and a metaphor for constant action.

London's Air Ambulance Charity's rebrand campaign displayed on Underground advertising panel, featuring red and blue sections with tagline and diverse group of people

Cyan gradient typography displaying the word "London" repeated five times in decreasing opacity on a teal background

"Propelling Promise really took flight," says Beth Andlaw, FORM's co-founder and strategy director. "Teams across the organisation felt aligned to the sentiment of being a brand about action – a driving force, as well as compassion and hope."

The visual system blends red – a long-standing part of the charity's identity – with a new vivid orange, taken from the flight suits worn by medics at the scene. The gradient that fuses the two creates a striking and versatile signature that speaks to urgency, momentum, and life-saving care.

Alongside the visual refresh, FORM introduced a new wordmark inspired by the lettering on the helicopter tail. With subtle cues to flight and motion, it captures both function and spirit. Typography plays a key role throughout the system, with London borough names used in radiating patterns that reinforce the charity's connection to the communities it serves.

Bar chart showing patients treated by mechanism of injury, with medical cases at 359, falls at 516, assault at 557 and transport incidents at 365

London's Air Ambulance Charity social media post featuring a blood bag icon in gradient orange and red tones with text reading "Roadside Blood Transfusions

Air ambulance crew member in bright orange flight suit and white helmet inside helicopter with statistics about London's Air Ambulance Charity's patient care

"'Propelling Promise' became the platform that drove the entire verbal identity," explains Alex Andlaw, FORM's co-founder and creative director. "We were inspired by the intensity of the clinical work, the calm composure of the crews, and the deep bond between the charity and the people of London."

The team extended that energy into a full creative writing system, ensuring every headline, call to action and fundraising message carried the brand's dual spirit of determination and hope. Lines like "Trauma doesn't stop. Neither do we" and "Here for London. Today, tomorrow, always" anchor the tone of voice, characterised as resolute but reassuring.

Paramedic in orange visibility suit stands beside red London's Air Ambulance helicopter with rainbow tail fin and registration G-LAAM on tarmac

London's Air Ambulance Charity rebrand campaign poster showing a paramedic and a red helicopter against a bright red background with the tagline "Bringing Hope to Every Emergency

To make the brand tangible in new ways, FORM also designed a series of collectable badges inspired by the embroidered patches worn by the charity's pilots and doctors. Serving as both brand memorabilia and fundraising tools, the badges give supporters a direct link to the frontline and deepen emotional engagement.

Photography by James Pearson-Howes adds another layer to the story, capturing real people and places across the capital to show the everyday relevance of the charity's work. The tone is authentic and grounded, reinforcing the brand's connection to lived experiences.

Crucially, accessibility was a guiding principle throughout the design process. The colour palette meets AA standards, and the typographic system was built to be legible and inclusive across all applications.

London's Air Ambulance Charity flag featuring a red-to-orange gradient with white cross and text, flying against a blue sky

Four smartphone screens displaying London's Air Ambulance Charity's new app interface with donation prompts and messaging on a coral background

Three Instagram posts from London's Air Ambulance Charity showing the new rebrand identity with bold typography and gradient colours across different campaign messages

A billboard featuring four panels displaying London's Air Ambulance Charity's new rebrand with photos of paramedics, a pilot, and campaign messaging in vibrant colours including red, orange and green

"We had an exciting opportunity to move our brand forward," says Jayne. "The refreshed strategy leans on our bold history but still looks to the future – giving us a new identity and tone of voice that will help us achieve our ambitious goals."

Alex Andlaw, founder of FORM, adds: "The new identity mixes the spirit of the original with the forward-looking nature of where the charity is headed. It brings everything together."

From helicopters and hospitals to high streets and borough billboards, the new brand positions London's Air Ambulance Charity as a vital presence across the city and as a service that doesn't just fly into action but stays rooted in the lives it saves.