Brand Identity for Joby Aviation | Tolleson
A Bold Idea Takes Off
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Big dreams need bold steps. JoeBen Bevirt, the visionary founder of Joby Aviation, has always had a passion for flight and innovation. He first gained widespread recognition for the Gorillapod, a flexible tripod system beloved by photographers and videographers for its innovative design.
At the same time, JoeBen was working on an even more ambitious project: to create electric air taxis that would revolutionize urban transportation, under the name Joby Aviation. Both companies, aptly named Joby, draw inspiration from JoeBen’s name.
As the moment to introduce Joby Aviation to the world approached, it became crucial to establish a unique identity that distinguished it from the tripod company and showcased its revolutionary advancements in all-electric, vertical takeoff and landing (eVTOL) technology, poised to bring the most viable eVTOL aircraft to market. What set Joby apart was not only its cutting-edge technology but also the company’s proactive collaboration with government entities to lay the groundwork for urban air infrastructure.
Working closely with JoeBen and his team, we crafted a compelling narrative and visual identity that expertly balanced technological innovation with consumer appeal, turning a lifelong dream into reality.
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Project Information
Project
Brand Identity
Services
Positioning
Verbal Identity
Visual Identity
Editorial
Web & Digital
Go-to-Market
Positioning
Verbal Identity
Visual Identity
Editorial
Web & Digital
Go-to-Market
Deliverables
Company Narrative
Company Purpose
Brand Principles
Messaging Framework
Voice Attributes
Logo
Visual Language
Iconography
3D & Motion
Brand Toolkit
Brand Guidelines
Copywriting
UI/UX
Templates
Digital Content
Company Narrative
Company Purpose
Brand Principles
Messaging Framework
Voice Attributes
Logo
Visual Language
Iconography
3D & Motion
Brand Toolkit
Brand Guidelines
Copywriting
UI/UX
Templates
Digital Content
Industry
Mobility
Technology
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The First
NYC Air Taxi
Brand Video
First Flight in NYC
A Joby aircraft completed the first-ever electric air taxi flight in NYC, a major milestone towards leading the electrification of the Downtown Manhattan Heliport.
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“Preparing a brand for its big reveal is really a collaborative journey with the founder. We work closely to ensure every detail reflects their vision, making sure we get it just right together.”
Jamie Calderon, Creative Director, Tolleson
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Four Elements
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An Identity
Shaped by Flight
Collaborating closely with the founder, we crafted a bespoke wordmark that moves with purpose, embodying his vision and drive for the company.
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The JoeBen behind Joby
From the very beginning, we immersed ourselves in JoeBen’s world, working closely to grasp the essence of his vision and how that could influence this emerging brand. We delved into his likes and dislikes, exploring every creative path to ensure every detail was meticulously aligned with his vision.
This collaborative, hands-on approach not only deepened our partnership but also allowed us to design an identity that authentically reflects JoeBen’s aspirations and values. Embracing this detailed process was crucial, as it ensured the creation of an identity that truly resonates with his brand’s core essence and long-term goals.
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Inspired by the shape of an airfoil and a flight path’s journey, our design evokes the essence of both.
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Transforming
Transportation
Brand Identity
Photography
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“You can think about it similarly to when you hail a taxi or an Uber. Your goal is to get from A to B.”
JoeBen Bivert, Founder and CEO, Joby Aviation
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A look towards the future
For the initial launch, we developed a foundational look and feel designed to seamlessly integrate into the user experience as their services expand and evolve.
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A range of expressions was created to illustrate the brand’s expressive potential.
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“We are in the early stages of our progression, moving from pilot to phase one manufacturing, where we are able to build hundreds of aircraft per year.”
JoeBen Bivert, Founder and CEO, Joby Aviation
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Vignette
As Joby expands its manufacturing operations in California and Ohio, the brand identity gains increased recognition.
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Related
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