New Corporate Identity
After 11 years the Air Cadet Organisation is re-branding to bring it closer to its parent service the RAF. The new corporate identity seen in the graphic (below) has been launched as part of the Air Cadet’s 70th anniversary
The branding has been developedafter close consultation withRegions and with the RAF’sDirectorate of Public Relations,the latter is the brand championand has to approve the corporateidentity of all organisations suchas the ACO that form part of the RAF Family - this includes the RedArrows, the RAF Museum andthe RAF Careers to name but afew.
Commandant Air Cadets Air Cdre Barbara Cooper said: “Our last corporate identity with the Tutor aircraft was cutting edge at the time it was launched and was produced before the RAF created its modern corporate identity but it is time now for us to move forward and embrace a new era. “We are part of the RAF Family and it is only fitting that we take on the roundel branding, which brings us closer to our parent Service.
“This is an exciting and dynamic change for us and we are delighted to launch the new corporate identity in the year that we are also celebrating our 70th anniversary ... in time all of our 921 squadrons belonging to the ATC and that the 200 school based Combined Cadet Force (RAF) contingents will adopt it. Naturally, in these stringent economic times the roll out has to be strategically planned.”
Head of Media and Communications Denise Parker Housby said: “We have worked closely with all levels of the ACO to find a corporate identity that demonstrates the direct link that we have with our parent Service and we are acutely aware of how patient squadrons and units have been waiting for the branding to become available.
“As the Commandant has said, there is no pot of money to rebrand so it has to be rolled out carefully and introduced only when supplies and equipment require replenishing or refurbishment, for instance headed notepaper and signage or marquees. Where regions, wings, volunteer gliding squadrons, ATC squadrons, detach flights and CCF (RAF) units can make the changes at no cost, for instance, electronically on their websites this should be undertaken as quickly as possible.
“We are conscious that bigger items such as marquees, display kit and climbing walls will take longer to rebrand but Rome wasn’t built in a day and we will get there. Fortunately the roundel on the old corporate identity does link to the new branding so that provides a useful bridge.”
Denise said: “Naturally branding is about more than having a fantastic logo ... it permeates every aspect of our business from flying and shooting to adventure training and key engagement with our stakeholders. This is about who we are and our historic links to the RAF and unites us from our smallest detached flight or CCF unit to the biggest region. “We have to think in a business like manner in the same way that brand names such as Cadbury’s and Nike do ... and embrace the challenges ahead.”
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