Cobham is an international Aerospace, Defence and Communications organisation and one of the UK’s top 100 businesses. Its pioneering spirit can be traced back over 75 years to its founder, Sir Alan Cobham who’s courageous air route proving flights to Africa, India and Australia in the 1920’s was the foundation of air travel as we now know it. Today Cobham employs 12000 people in over 60 companies around the world but the passion for pushing frontiers is as strong as ever.
Having written and designed the marketing material that defined Cobham’s presence in their diverse markets for 15 years, we were delighted to help them make the transition from UK based Aerospace Group to an International brand with the creation of a new brand identity.
Many of the companies within the group had traded under their own names and identities which they were understandably proud and protective of. To ensure everyone was onboard and the new brand was accepted and universally adopted, it was implemented in three stages over a 30 month period climaxing in the launch of a new logo.
Cobham wanted to exploit its technological leadership in high growth segments by greater collaboration between their companies and the adoption of the new brand has been the outward sign of that change. Because the sensitivities of individual companies’ management was taken into account with the phased implementation of the new corporate identity, culture shock was minimised and the end result has been an enthusiastic adoption and complete alignment of the group under a common brand architecture. The commercial benefit to the business has been the leveraging of the group’s size and technical capabilities to compete more effectively as a tier 1 supplier on major Government and Commercial programmes.