CLIENT
Jetway
DELIVERABLES
Brand Identity
Design System
Jetway is a family owned aviation company that prides itself on remaining small, but offering the same level of safety, service, and savings that is expected within the high profile world of private aviation.
The challenge was that Jetway needed an identity that helped elevate their brand to the same level of trust and confidence that their larger more well known competitors have established.
Shaping a new logotype
Through hand drawn, modernist sans serif letterforms, the Jetway logo was redesign to portray a classically sharp, yet percise and welcoming form-factor. Even line weights, strong letterspacing, and pointed angles with acute terminals all borrow from avation themes and airplane shapes.
Defining a new mark
The "A" in Jetway became a distinguishing form factor in which all other letterforms were shaped from. It symbolized the pinnacle of expectation for the high-profile service industry of private aviation, as well as speaking to Jetways commitment to excellence for its passengers.
A holistic system
Typography, color, photography and composition were re-conceptualized to work in harmony with one another and create a thoughtful design system.
