Commercial

CHC Re-Brands as It Works Through Bankruptcy

By S.L. Fuller | March 2, 2017
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CHC new logo 2k17

Image courtesy of CHC Helicopter

CHC Group is working toward U.S. Bankruptcy Court approval of a plan to reorganize its finances and operations, with the latest hearing set for tomorrow, March 3, in a Dallas, Texas, courtroom.

A mid-February hearing had been set on the plan, reached last October with major creditors, to reorganize the major helicopter operator under Chapter 11 of U.S. federal bankruptcy law. The company had been silent since then on the state of its case.

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Yesterday, however, CHC announced a change, not in its operations or finances but in its look. The company has introduced a logo and website with a look that it said aims to capture both its early roots as Okanagan Helicopters (as this year is its 70th anniversary) and its current presence in the industry.

“As we progress toward the completion of our restructuring process, we have taken the opportunity to rethink every aspect of our company, including how we present ourselves to customers and the global market,” CHC President and CEO Karl Fessenden said. “Our goal in this process was to enhance our brand in a way that stands apart visually, but also clearly communicates who we are as a company.”

The company also declared a new slogan, "Reach Beyond,” that Fessenden said is a nod to its customers.

“Our goal is to reach beyond our legacy, achievements, and current high standards to constantly improve our fleet, technologies, safety, and employee performance,” he said. “We strive to reach beyond what our customers expect from us to deliver the highest levels of service and cost-efficiency in the industry. And finally, we have the capability to reach beyond the capabilities of others, transporting people to the most distant and challenging locations worldwide onshore or offshore.”

CHC plans to apply the new brand — incrementally — to its facilities, aircraft and other corporate elements worldwide. The new website is up and running.

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