Background

Messier-Dowty is owned by the SNECMA Group in France. It is the leading manufacturer of landing gear across a wide range of aircraft types commercial, military, business jet and helicopter.

Messier-Dowty came to The Square because it needed to create more visibility in the marketplace particularly amongst key aircraft manufacturers which had not yet become regular customers.

Solution

This is not a business sector where significant sums are spent on above the line advertising. The Square recommended the creation of a visual mnemonic or icon which would not just sum up what Messier-Dowty delivered to its customers, but also could be used across a wide range of below the line collateral.

The agency identified Messier-Dowty's key promise as 'gentle landings', and created a new corporate identity using the simple, but highly relevant, symbol of a floating feather.

Results

This motif has now been integrated into all parts of Messier-Dowty communication activities. From ads to brochures, ties to T-shirts, screen savers to video, Messier-Dowty has been able to maximize a modest budget to create a brand identity which is both distinctive and memorable.