It seems innocuous at first blush: CommonSpirit Health, which took over Colorado’s Centura Health in 2023, last week announced plans to change the color of its six Flight for Life helicopters from orange to purple.

“We have been intentional about applying CommonSpirit’s colors in a way that makes our aircraft easily visible to other pilots and quickly recognizable from the ground,” reads a statement from the magenta-branded CommonSpirit, which is based in Chicago. “While orange is an easily noticeable color, there are times, specifically at sunrise and sunset, when an orange helicopter may not be as visible in the sky as our new color gradient.”

CommonSpirit, which operates 20 hospitals and more than 260 clinics in Colorado, Kansas and Utah, called it “a refreshed brand identity.” Changing its emergency vehicle livery, including ambulances and planes, will “enhance our recognition, strengthen our visual presence, and ensure that we continue to communicate the exceptional quality of care that Flight for Life provides.”

A vocal chorus of Flight for Life fans say this is much more than a simple rebranding. The announcement March 17 on Facebook harvested hundreds of comments opposing the shift from orange to purple.

Think of the things CommonSpirit could spend money on besides painting helicopters and ambulances a new color, says Dave Repsher.  

Read more at ColoradoSun.com