B-17 Preservation
Brand identity and campaign

Sally B is a preserved wartime B-17 Flying Fortress that, quite remarkably, still flies today. An enhanced brand look shines a light on her inspirational story and the crews who flew her.

The aircraft is truly a phenomenon and is well known attending airshows across the UK in the summer months. A charity owns the aircraft and running her is a very expensive business. The website had existed unchanged for many years and tempting new members to the Supporters Club proved challenging.

The solution was a refinement of the existing logotype - evolution not revolution. The aircraft is best known as Sally B and the refined brand mark includes a strapline making the proposition much clearer to non-aviation enthusiasts. Colours adopted a mixture of the existing olive drab plus a distinctive red and yellow. The typeface used evokes the spirit of the US 8th Air Force in WW2, of which the B-17 was a part.

2025 represents the 50th anniversary of the aircraft’s arrival in the UK, and this is reflected in an additional mark designed to celebrate this wonderful ‘golden’ achievement.

Logo reading 'Sally B: The Last Flying B-17 in Europe' on an olive green background.
Text showcasing proposed typefaces "USAAF Stencil" and "TOX Typewriter" with alphabet and numbers.
A graphic showing color palettes. The left section is olive green, labeled "Primary colours" with its CMYK and RGB values. The center is bright red, labeled "Secondary colours" with its CMYK and RGB values. The right section is a yellow and black checkerboard pattern with further color values provided.
Three tablet screens displaying promotional content for "Sally B," a flying B-17. The first screen shows clouds with "Welcome to Living History" text. The second screen features an image of the plane in flight with "Welcome to Sally B" text. The third screen provides a brief history of the B-17 Flying Fortress Sally B, with images of the aircraft.
Digital flyers displayed on tablets featuring information about the Mighty Eighth Air Force, a donation appeal for Sally B, and a supporters club with vintage aircraft images and logos.
Sally B merchandise including a teddy bear, cap, jacket, mug, pen, and pin with logos.

Merchandise like clothing and memorabilia features the new branding, creating a connection between supporters and the cause. The aircraft has also been branded, making it a symbol of remembrance and community involvement.

These branding efforts have modernized the charity's image and increased public awareness, reinforcing its commitment to honoring wartime servicemen and preserving the aircraft for future generations.

Display for Sally B Supporters Club featuring merchandise such as clothing and stuffed toys, images of the B-17 aircraft, and text highlighting its historical significance.
Green t-shirt with 'Sally B' and 'The Last Flying B-17 in Europe' text
Yellow t-shirt with aviation-themed design featuring wings and star emblem, "Sally B" text in red.
"Flying High 50 Years Sally B" text in gold and red on green background.
Two green mugs stacked; top mug with "Sally B The Last Flying B-17 in Europe," bottom mug with "Flying High 50 Years Sally B," on yellow background.

A video for social media channels, increasing awareness of the cause and encouraging those interested to donate or join the supporters club.