Yorkshire Air Ambulance

Yorkshire Air Ambulance is a dedicated helicopter emergency service for Yorkshire and the Humber. It was
established in October 2000, and currently operates two Airbus H145 aircraft. It provides a life-saving
rapid response emergency service to 5 million people across the region.

The Challenge

Yorkshire Air Ambulance commissioned Über to come up with a “striking” brand identity to serve a multitude of
purposes. First and foremost, it would take pride of place on their aircraft and then be instrumental in helping the
tireless Yorkshire Air Ambulance supporters, helpers and community raise the millions of pounds it took to
buy a second helicopter and the subsequent significant funds needed every day to keep these life-saving birds
in the sky.

The Solution

We understood the great responsibility of undertaking this work and it was by no means a straightforward task. In
order to be successful, our branding solution needed to be clean and simple enough to engage with the general
public, yet at the same time, convey a sense of emotion, empathy and professionalism.

The final design featured 3 circles to represent the ‘journey’ of each Yorkshire Air Ambulance callout: From take-off
from the helicopter landing pad, to the expert medical treatment (utilising the ‘star of life’ symbol recognisable from
everyday ambulances) and the heart to represent health and wellbeing.