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Branding the future of human flight

1. Background

During my employment with XDubai in 2014 I was introduced to Yves Rossy, inventor of the 100% autonomous human flight. At this time Dubai city was in process of acquiring the invention while working side by side with Yves. I was appointed to turn the technology into a brand, give it an identity, logo and a 360 interface and soul.

2. Challenge

There were a couple of challenging aspects in this project. First being ‘Jetman’ one of its kind of a brand with no competitor in that time or to benchmark against. The closest industry to it was the aviation industry however, it was the first of its kind of technology where a human could fly with a wing on its back.

The second challenging aspect that we discovered after several meetings with Yves and Jetman team was that there was no specific shape to the wing that could be used as a symbol. The wing was ever evolving which means we had to come up with a generic symbol that denotes the idea of ‘flight’ or a wing rather than having a specific shape to it.

We wanted to design a symbol that defines the idea of a human flight, yet not constrained to a specific wing shape and could stand the test of time and trends.

3. Idea and process

We had multiple brainstorming and sketching sessions where the idea was to come up with a symbol that defines human flight and the wing. However since the shape of the wing is ever-evolving, the symbol should be timeless and not bound by the shape of the wing, yet conveys the idea of an autonomous human flight.

4. Outcome

Brand Jetman required a wide range of collaterals including website, brand identity and logo, merchandise and technical wear that included the pilot suits, staff suits and gear for the flights and more.

4a. Logo

4b. Pilot suits

Pilot suits were designed in alignment with the brand colors but more the suits were designed in a vibrant color so that the Jetman pilots can be spotted while flying at a height. The suits were technically designed to endure air pressure and have minimal air friction.

4c. Website

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Emirates