Pentagram reimagined the brand identity for Vertical, a pioneering British eVTOL manufacturer, ahead of the launch of its new aircraft, Valo. The refreshed identity modernizes the brand through a refined hummingbird symbol, flexible visual system, and aspirational messaging that positions Vertical as a leader in sustainable urban air mobility.
Fiasco partnered with Vertical to redefine their brand identity and digital presence as pioneers of zero-emissions flight. The project introduced a modern, minimal visual system inspired by the sky’s natural gradients and a sleek website experience that reflects the company’s innovative spirit and engineering excellence.
Pentagram, led by partner Angus Hyland, has refreshed the brand identity for British eVTOL start-up Vertical ahead of the launch of its Valo aircraft. The project introduces a new strategy, naming, and visual system designed to make urban air travel feel accessible and aspirational. The updated identity reimagines the hummingbird symbol, introduces Universal Sans typography, and uses sky-inspired gradients and motion principles to reflect the brand’s forward-looking vision.