To design an identity for a data management service filling a gap in the market amongst slow services.
It was clear that an aviation theme could be used to communicate speed and efficiency. The client requested something playful and crisp but not too complex.
To communicate speed, italic capitals were to way to go, to suggest the type was leaning-backwards with speed. I chose Gotham Black Italic for its simplicity and legibility.
The ‘J’ seemed to form a point, like a nose-cone from a jet. It seemed obvious to place some wings onto the logotype.
After using a grid to space-out the elements evenly, we were left with a crisp mark that visually communicates the underlying values of the brand.