Our new brand An organisation’s brand is one of its most valuable assets. For our Charity, this is no different. Branding is key to our identity as it provides continuity and conveys who we are, what we do, and what we stand for. We are a proud Welsh charity, and our distinctive brand pays tribute to our Welsh culture and heritage. The logo Our Wales Air Ambulance logo represents the whole organisation and is therefore one of our most important assets. For our supporters this is the visual element which identifies us. The dragon’s tail reiterates our Welsh heritage representing the national Welsh flag and is consistent with the livery on both the aircraft and rapid response vehicles. The circular shape also symbolises protection and strength. The Welsh identity is further enhanced by maintaining the national colours of red and green and emphasising the words ‘Wales’ and ‘Cymru’. - - Our new colours Our primary colour palette consists of greens, reds and gold. The green and red maintain our Welsh identity, and the colour gold adds a prestige aligned with our vision of ‘being a world leader in advanced, time-critical care’. To add further depth and compliment the primary colour palette we have identified a secondary colour palette. This palette consists of much softer and sensitive colours, made up of a mixture of blues and greys, representing Welsh skies. - - - - Our new fonts Mr Eaves XL San OT - a kind and powerful typeface that communicates trust and has a strong visual impact. The Blue Moon - a handwritten typeface that communicates a sincere and personal message. Calibri – across all other materials, such as emails, websites and letters, we will use Calibri as this is a clear and modern font that should be available on all devices.