Branding
Initial Style Tiles
A few weeks into working on the Right Seat, we sent over three style tiles (shown below) to the client. She chose style tile 2 because it felt both classic, sophisticated, and professional. The client described how she wants pilots using the app to feel like they were moving upward, hopeful, and valued. Those three words became essential to our brand and thought process moving forward and were implemented into all future deliverables wherever they could be.
Style Tile 1
Style Tile 2
Style Tile 3
Our Final Brand
This brand is about creating a professional community where pilots feel they are valued and their careers are trending upward.
Right Seat Logo
The logotype and crossbars on the “G” and “A” are made with the shape of an airfoil, specifically, the airfoil on the Clark Y. They are set at a 10-degree angle which in many passenger planes is nearing the maximum angle of attack for takeoff. This airfoil is the piece of the plane that creates lift and makes flight possible. Right Seat aims to do the same thing; lift its pilots and get them flying again.
The logo mark’s shape is inspired by a rising sun, representative of a new day of hope for pilots, while also being reminiscent of an engine’s turbine and a nod to the technical skills and aspects of being a pilot.
Right Seat Colors
Our branding team chose a diverse but cohesive palette of colors that are versatile enough to be used for business reports, interfaces, and marketing materials. The muted theme felt sophisticated and professional, while the more tinted colors felt hopeful. The dark blue and red are a nod to many of our future customers’ military backgrounds without too obviously pulling from the American flag.
The top three colors, dark purple, red, and blue, are the main colors. Body copy is primarily shown in dark purple, and dark blue is used for headings and can be found in our logo. The second row of colors is used for highlighting important information. For example, buttons and active states can be seen in the second blue color. The third row of colors is meant to accent the first two rows of colors.
Right Seat Typography
Avenir was chosen as our brand’s overall typeface. We felt that Avenir worked well within the context and values of Right Seat’s brand. It is a versatile and readable typeface, and serves as a comfortable middle ground between type that can be found on technical drawings and more modern typefaces.
Avenir Medium was chosen for headers in order to stand out and hold more visual weight. Avenir Roman is used for subheadings because it doesn’t compete for too much attention with headings but still holds some weight. Body copy and paragraph blocks use Avenir Light. Avenir Light is thinner than the heading and subheading font, so it works well for a larger amount of type in smaller point sizes.
Merchandise
