Jet Air
Brand Identity / Brand Expression / Icons / Advertising / Web Design
Uplifting Design
The Brief
Can crisp design add clout and clients?
The Opportunity

Jet Air is an aviation company specializing in executive travel, aircraft sales, flight training and management services. It called on FUEL to help refresh its brand to celebrate a key milestone. What started as a request for a custom mark to commemorate the company’s 50 years of service quickly evolved into a brand refresh to modernize the company’s entire presentation and set in the path to continued success.

Jet Air woman looking out jet window

Brand Identity

When refining the logo, FUEL leveraged oblique letterforms and jet trails to give a sense of speed and motion. In addition, the silhouette and scale of the plane strengthened the connection to the smaller aircraft in the Jet Air fleet. These same sensibilities were carried into the “50 Years and Climbing” mark to create instant credibility and consistency throughout.

Jet Air old logo


Jet Air new logo


Brand Expression

From the get-go, the dominant color in the Jet Air palette is blue. This connects the brand to both sky and flight. Early iterations of the brand were rooted in a baby blue, so FUEL designers recommended shifting to a deeper hue to bring more presence and prestige to the brand.

Life begins at 50,000 feet.

Jet Air elevating yet always rooted


From Fixed Base Operations to Air Medical flights, the company offers a diverse menu of services, so FUEL developed an expansive symbol set to help them communicate its offerings. These icons helped to bring both wayfinding and personality to brand touchpoints.


When COVID hit, there were a lot of folks fearful of commercial air travel. FUEL developed print advertising to establish Jet Air’s charter business as a more private and safer way to travel.

Jet Air Banner
Jet Air kiosk
Messaging was carried through to environmental graphics displayed inside the airport.

Web Design

When the project began, the company’s website was more reflective of the early years of the Internet. Since Jet Air offers many services, FUEL recommended a streamlined web experience built upon the WordPress Content Management System. Using this platform would make it easier to adjust in the future without requiring a full overhaul.
The result? A UX where guests could easily explore the full portfolio of services including aircraft sales, fleet management and pilot training.
Jet Air web sales page
Jet Air web mobile


FUEL helped Jet Air build a library of images depicting the approachable service customers could expect, but also dialed up the cool factor for all facets of the business. This photography helped to instantly build trust and appeal for the company in a highly competitive industry.
Jet Air photography mechanic and airplane
“They invested the time to get to know our business and their outside perspective helped us see things that we ourselves had not yet recognized. Once they started the project they were dedicated to it from start to finish. They involved us each step of the way so that we could provide immediate feedback as we worked through designs.”
— Matt Wolford
Bill Bollman
Creative Director

Bill Bollman is FUEL’s Creative Director. Before co-founding FUEL in 2001, he worked for Horizon Communications, JW Morton and Basler Design Group. Bill studied Illustration at Hawkeye Tech in Waterloo, Iowa. An expert in the “old ways” of hands-on print production, these skills influence his work in the digital world to this day. His work throughout his career has been featured in international publications including Graphis, How International Design, Communication Arts, and The One Book as well as numerous design annuals and reference books.

Hometown: West Union, Iowa
Involved in Design and Marketing since 1988
Interests: Fitness, Travel, Movies