Colin Lee MBE, TVAC's Chairman of Trustees said: "There is no doubt that the image of the charity had become outdated and did not adequately reflect its professionalism, its status as an organization with a considerable turnover, nor actual rescue area covered by its operation.

"This prompted the search for a new brand and this was resolved by introducing a new logo specifically identifying Berks Oxon and Bucks and containing images of landmarks buildings in each area including Windsor Castle, Oxford City and Milton Keynes.

"This is more than a corporate exercise. It has been specifically designed to instil some pride and ownership of the emergency helicopter in the people of the three counties whose continued generosity keeps us flying."

Mr Lee also explained the significance of the new website and the role it has to play both in detailing the work of the charity, its fund-raising activities, merchandising offers and how the public can help as well as providing a professional platform for establishing relationships with the corporate sector.

"More and more businesses are developing extensive corporate and social responsibility programmes and these will always involve some community involvement or charitable giving.

"We want to ensure that TVAC is at the forefront of their thinking but to do this we must be capable of demonstrating a truly professional approach to what we do and this includes developing a brand that they will feel comfortable being associated with backed by an organization that can deliver its part of the bargain.

"In this way we can begin to benefit from some considerable but previously untapped revenue streams – all to the benefit of the people of Berkshire, Oxfordshire and Buckinghamshire.

The new website can be found at www.tvacaa.org