Kestrel |

Identity Program

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.
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.