In 2016, the Canadian Holding Company or CHC Helicopter filed for Chapter 11 Bankruptcy. CHC was in need of a rebrand, and they hoped to energize the face of the company while keeping the integrity of the old brand. To update the new logo, acceptable and appropriate figures and characters were carefully considered for all global markets.
CHC wanted to update their hummingbird logomark to convey speed and agility. The logotype was updated in conjunction with the icon to feature the same characteristics. The client needed to position the company similar to its predecessor, Okanagan Air Services, which started as a search and rescue fleet.
The brand overhaul included guidelines detailing a new typography system and colors focused on the orange and blue hues of search and rescue. The updates extended to corporate collateral, marketing materials, website, positioning statement lockups, and ultimately fleet and vehicle livery.