Noted: New Logo and Identity for Impossible Aerospace by Chermayeff & Geismar & Haviv
“Pentagram in the Front, Business in the Back”
(Est. 2016) "Impossible Aerospace is dedicated to designing and building performance unmanned aircraft for sensitive government and enterprise customers. Our solutions and services encompass the full spectrum of mission success from funding support to end user training. The US-1 [its flagship product] is engineered with features to serve law enforcement, firefighting, disaster response, critical infrastructure, border security and other long duration, heavy lift applications."
Design by
Chermayeff & Geismar & Haviv (New York, NY)
Related links
Chermayeff & Geismar & Haviv project page
Relevant quote
For a company with big aspirations, the visual identity had to be designed with an eye both to the near term as well as the long term. Solid and indestructible, yet light and open, the new geometric symbol is formed from a single black line. The shape suggests a variety of appropriate ideas, such as an aircraft, arrows, or a star.
Images (opinion after)
Opinion
The old logo had a good idea in there somewhere with, possibly, the tittle of an “i” (for “impossible”) doing a tricky balancing act on a sharp, rocket-like object — either that or it was a floppy disk drawing gone wrong. Either way, it wasn’t a very ambitious mark and looked fairly corporate, as if it were a bunch of people behind desks. The new logo is still corporate but hints more at people behind desks but now building cool shit. I really like the new icon and how it doesn’t shy away from looking slightly menacing. It’s abstract in just the right way and manages to convey a commitment to precision, organization, and efficiency. The upside-down pentagon in the center may make it feel a little like an underground U.S. government organization but maybe that’s not all bad. The good news is that, at least on the surface, the flagship drone is billed as a tool for first respondents and not to do evil things. The wordmark is fine… perhaps a little on the generic side. I think the “S”s could have had a lot more personality. The applications are okay, with the brochures being the closest to an actual application beyond the logo-on-things, which makes me wish there were some more of the former to see. Overall, this is pretty bad-ass and seems very much on point for the company and its product.
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