Refreshing a well-established highly regarded 55-year-old brand is challenging. To take on this challenge Highland selected Red Rocket Creative based on a strong portfolio, understanding of our core audience and a pragmatic creative process.
Since 1959, Highland Helicopters’ professional crews have flown many thousands of demanding and challenging hours servicing resource-based industries, government, telecommunication providers and the motion picture industry.
Recognizing that their long-standing brand needed a refresh, Highland Helicopters approached Red Rocket Creative Strategies with a request to update their logo while maintaining the company’s widely-recognized colour scheme of yellow, orange and brown.
We quickly identified two elements of the brand that needed updating the most: the tone of the brown colour and the “H” icon with its rotors. The brown reflected a dated, 1970s feel while the icon needed a cleaner and more contemporary look. Our design team developed a richer brown colour that aligned with more modern tones and also referenced Highland Helicopters’ strong connection with the resource industry. We then went to work on the logo, creating a sleeker-looking “H” in the company’s bold yellow colour. We surrounded the H mark with a circular rotor design that offered a much more contained and solid feel. This concept reinforced the company’s reputation as a very safe and reliable operator and offered more effective application to supporting elements such as shirts, hats and uniforms.