More than just a logo. From brand story to organisational reality.

flydocs

flydocs is a brand that most outside the aviation industry probably aren't too familiar with. Vital to aircraft safety, the software it has developed is used by most leading airlines. Bought by Lufthansa in 2018, Flydocs needed to start from scratch. The brief was to create a brand identity, then build that into a website and then integrate that with Salesforce.

Developing the brand was the first phase of the project, which involved us creating a brand story, defining their brand values and where they position themselves within the marketplace. Surprisingly for such a software-led company the main outcome of this was that they are people-focussed. This brand narrative needed to be agreed by the management team before we put pen to pixel.

Following a competitive tender in early 2020 we were selected, on the quality of the presentation and the fact that we had demonstrable experience in all three requirements of the brief. Working alongside the sales team, with the involvement of senior management we completed the branding process in late 2020. It being 2020, for the duration of the project we could only meet up face to face once so the majority of the project was conducted over Zoom.

Building the visual identity saw us evolve our route through several iterations, simplifying both the glyph and typeface along the way. The result was the bright-coloured, wing-like glyph (a nod to both the aircraft industry and the ‘doc’ aspect of their work!) accompanied by a lowercase bold typeface.