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.
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.
