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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.
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.
Life begins at 50,000 feet.
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.
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.
