the pilots point of view developed almost ten
19 Feb 2020
The pilot’s point of view
Developed almost ten years ago, the visual identity of the European Cockpit Association (ECA) is based on a final declaration: a powerful brand strategy presents a central unifying idea around which all behaviours, actions and communications are aligned.
The central unifying idea behind the identity of ECA is as follows: it is always the point of view of the pilot who is supported by the organisation. The European Cockpit Association was created in 1991 and is the representative body of European pilots at European Union (EU) level.
It represents over 40,000 European pilots among the National pilot Associations in 33 European states.
The European Cockpit Association represents the collective interests of its Member Associations at European level, striving for the highest levels of aviation safety and fostering social rights and quality employment for pilots in Europe.
The logo represents the view of the pilot on its altimeter, the flight instrument that displays aircraft altitude. A strong tagline “piloting safety” sustains the logo. A curved line —between the blue of the horizon and the white of the clouds— serves as a visual separator. It gives rhythm to the design for all the communication documents.
Most of the people think that branding is an esthetical exercise consisting of drawing a new logo and some graphic rules.
But the logo is just the visible tip of the iceberg: an integrated visual system must be built in conjunction with the development of a brand strategy.
An effective brand strategy presents a central unifying idea around which all communications are aligned. If an organisation wants to be regarded in a certain way, everything must support that aspired perception.
When a strong brand strategy is created and then implemented clearly and consistently, your brand becomes a real long-term asset for your organisation.
Since its foundation 26 years ago, the branding process of the communication agency inextremis.be has been built around this requirement: both the organisation strategy and brand strategy grow together toward a common goal.
A strong brand enables you to express your core values to your targeted audiences. The inextremis.be mission is to help you clarify and define a brand strategy that explains your organisation’s very existence.
As your brand guardian, inextremis.be will help your organisation to convey the appropriate message in all of its communication consistently.