Fluxart, in their own words, accelerate the disruptive use of Cryogenic Motors and Drive to deliver unprecedented aircraft propulsion performance and sustainability. They are at the beginning of a decade long journey to revolutionise air travel and bring sustainable, zero emissions flights to the masses. Our challenge was to help Fluxart with a new brand design and subsequent marketing collateral that would help open doors with key players in the aviation industry and bring investors onside.
Liquid hydrogen is central to the technology that Fluxart have developed and it became central to the new brand design. To develop the new identity, we took inspiration from diagrams of H2 atoms with the strong shape providing a versatile graphic device used in iconography, image masks, infographics and also through the logo itself. We followed the industry colour conventions for hydrogen and cryogenics, often depicted in blues, but we expanded on this theme by using the gaseous gradients of the Earth's atmosphere to tie the brand into aerospace.