This is the brand design for Joby, an air taxi service provider.
Joby Aviation is a company with the goal of changing the way we move in cities. Founder Joben Bebert first made a name for himself with the innovative flexible tripod 'GorillaPod' and was preparing a larger vision of electric air taxis. Since both companies originated from his name 'Joby,' it was crucial for Joby Aviation to establish a distinct identity separate from the tripod brand when it made its official debut.
It was important to showcase Joby’s advanced electric vertical take-off and landing (VTOL) aircraft technology alongside its realistic execution capabilities, demonstrated through collaboration with government agencies to prepare for future urban air infrastructure. To achieve this, Tolleson worked closely with Joben Webbert to meticulously construct the brand narrative and visual language.
The brand identity was inspired by the airfoil, the cross-section of an airplane wing, and the flow of a flight path. The custom wordmark captures forward momentum and a sense of fluid movement, simultaneously revealing Joby's technical character and future orientation. Additionally, during the initial launch phase, a basic look and feel was designed to seamlessly connect with future service expansion and the overall user experience.
