About the project
Vertical is an innovative British manufacturer in the eVTOL (Electric Vertical Take-off and Landing) sector, creating a cutting-edge aircraft that adheres to the highest global safety standards. As electric aviation continues to shape the future of urban mobility, the industry has seen rapid advancements and substantial investment in recent years.
Pentagram was commissioned to update and refine the existing Vertical brand in anticipation of launching the company’s new prototype aircraft, Valo, based in Bristol. Designed by OMI, Valo is fully electric, sustainable, and user-friendly. With a cruising speed of 150 mph and a range of up to 100 miles, it offers vertical take-off and landing capabilities and can carry four passengers. Built to significantly reduce urban travel times, a journey that typically takes 52 minutes by car from Heathrow to Canary Wharf could be completed in just 12 minutes using Valo.
The project involved redefining the brand through a refreshed strategy, incorporating both verbal and visual identity updates. Naming the new aircraft was also a central aspect, with Pentagram collaborating closely with internal teams to develop and finalize the name.
The refreshed identity was guided by a clear strategic framework. Having already established itself as a key player in the eVTOL market, Vertical possessed valuable brand assets, most notably its distinctive hummingbird symbol. This emblem served as a fitting metaphor for vertical take-off, hovering, and flight—core characteristics of the aircraft.
Insights from research indicated that while the brand’s foundational elements were strong and recognized within the industry, awareness among the broader public remained limited. With the concept of eVTOL already gaining traction, the strategy shifted toward making the vision more accessible—imagining a future where urban life is no longer restricted by traffic congestion. To position Vertical as a leader in this emerging field, Pentagram focused on increasing visibility while balancing technical credibility with a more aspirational, forward-looking identity.
The overarching direction aimed to normalise eVTOL as a practical mode of transport, presenting it as accessible and widely available—effectively an “Uber of the skies.” At the same time, the brand needed to reflect the company’s commitment to innovation, safety, and quality, reinforcing its position as a serious and reliable industry contender.
As part of the messaging strategy, Pentagram introduced the tagline “To the skies.” This phrase encapsulates the brand’s vision while conveying a sense of ambition and possibility. It broadens the brand’s appeal, encouraging engagement from potential customers, investors, and partners.
It became evident early on that both the name Vertical and its hummingbird symbol were strong, recognizable assets. Drawing inspiration from the aircraft’s form and structure, Pentagram reinterpreted the hummingbird—refining its shape into a more streamlined and lifelike representation. This updated symbol became a central element of the identity, supported by a redesigned wordmark and a more adaptable relationship between visual components.
The symbol is paired with the variable typeface Universal Sans, which lends a contemporary, technical aesthetic. Gradients inspired by the sky at different times of day—such as dawn and dusk—feature prominently throughout the visual system, alongside imagery of the sky itself, polished product visuals, and lifestyle photography. The team also developed a repeating pattern derived from the distinctive “Y” shape of Valo’s wings and body.
Pentagram applied the identity across a wide range of touchpoints, from branding on the aircraft itself to concepts for launch events, investor materials, and long-term customer communications. Updated motion principles were also introduced, guiding how visual elements move in ways that echo the aircraft’s motion. These efforts were supported by a comprehensive set of brand guidelines, ensuring consistency while allowing the identity to evolve over time.
The redesigned aircraft was unveiled at a major event in London’s Canary Wharf, marking a pivotal moment for the company as it established itself as a more prominent and authoritative presence in the industry, extending its recognition beyond the eVTOL sector.
The vehicle’s design, along with the storytelling centered on the hummingbird as a visual metaphor, formed the foundation of the project. The aim was to develop a brand that clearly communicates the company’s vision while standing out within a competitive landscape, positioning Vertical as a leader in its category.
Through this work, Pentagram delivered a comprehensive transformation of Vertical’s brand, combining strategic thinking, visual design, and storytelling. From refining the hummingbird symbol and building a flexible identity system to crafting a compelling verbal framework and motion language, the result reflects both the innovation and engineering excellence behind Valo. By enhancing visibility, articulating a clear vision, and creating a more accessible and aspirational identity, Pentagram has helped establish Vertical as a pioneering and authoritative force in the eVTOL industry.
