A logo and brand identity for a company offering business aviation without the luxury price tag.

Business aviation is perceived as being a luxury or an unnecessary expense, however this is a misconception. Business aviation, when managed correctly, can be a cheaper and more convenient option than travelling on the open market. The challenge was to reflect this in a brand identity in order to show that business aviation is an accessible option.

When establishing the market position, we made the uncommon approach to avoid using aeroplanes in the brand visuals. By doing this we put the focus onto the travelling, the end result of the journey. It is in this outcome that the real service is offered, the aeroplane is merely the means to allow the service to be delivered. We delivered a logo design and established a visual identity that was later rolled out to various marketing collateral, business stationery and a website.