Volant: A new brand and name for a tech start-up
Their founders came to us in need of a new name and brand to take their business to the next level. It was far more than just a logo exercise. We immersed ourselves into their world through brand workshops and collaboration to create a brand that’s reflective of their groundbreaking technology and ambitions.
INITIAL CONCEPTUAL EXPLORATION OF BRAND NAMES
Objectives
- Excite VCs to drive investment and funding
- Establish a credible foothold in the aerospace industry
- Captivate and inspire potential customers
- Take everyone on the exciting journey that is the new frontier for the aerospace industry
- Position 3UG as a leader in safe autonomous flight
Our first challenge was to devise a company name. We needed to uncover something unique that reflected their core purpose. After much research, brainstorming and deliberation, we landed on the lesser-known word Volant – meaning to be engaged in or having the power of flight.
Inspiration from nature
To accompany the brand mark, we looked to biomicicry in the form of murmurations.
A completely organic and natural movement that relies on intuitive navigation and communication, murmurations are the perfect representation of a business that is revolutionising air mobility by enabling intelligent, onboard decisions that autonomously and safely navigate through complex air spaces.
We worked with these organic formations but wanted to bring a sense of structure and control to these movements to show how Volant’s technology is predictable and safe – this led to the organic ‘V’ formation which is also a nod to the brand name.
For phase 1 of this branding project, we delivered a brand name, brand mark, visual language, microsite, pitch deck and explainer animation.
It was important that the new brand extols high-end technology while still coming across as accessible, humanised and above all, safe and trustworthy.
