Kestrel |
Branding

Identity Program

Challenge:
Design a logo to position a new aircraft company in the luxury category, support the creation of an entirely new product category, and symbolize the meaningful history behind it’s first plane.
Solution:
Several factors inspired the design of the Kestrel logo. The plane is is a $3.5 million turboprop that is creating a new category of high-performance aircraft, above other props but below small jets. It’s design was inspired by a conversation between a recent land speed record holder and a group of British WWII pilots. The logo mark includes a stylized kestrel hawk contained in a simple and modern badge, paired with Hoefler & Co.’s dramatic Idlewilde typeface. The bold navy blue and copper palette add weight and a sense of luxury. We also developed a full set of standards for future logo use.