There were a couple of sensitive areas to take note of when developing this brand as it is both in the medical and aviation industries. One of the most important points required was that it needed to be easily recognised and identified with globally, across different cultures and languages. This is important as when the air ambulance service is required, there is often a heightened anxiety and probably even panic. With a symbol that everyone recognises, it reduces the mental power to process information on a high level, which may not be functioning well in such situations. The planes used by Red Dot are unique as they have been modified to be able to do air ambulance, rescue and evacuation services. It was important to include this in the visual identity so it has a tie-in with the equipment used in such missions. Lastly, there was a need to pay tribute to Singapore, from which the business is headquartered. Singapore also have a strategic geographic location and is well situated to support and cover the region. The absence of natural disaster is also an important factor to ensure all equipment and the home base is safe.