Vertical is a pioneering British eVTOL (Electric Vertical Take-off and Landing) manufacturer, developing an industry-leading aircraft that meets the highest international safety standards. Electric aircraft are at the forefront of the future of urban mobility, with significant investment and rapid progress in recent years.

Pentagram was asked to refresh and modernise the existing Vertical brand ahead of the launch of the Bristol-based company’s new prototype aircraft, Valo. Designed by OMI, Valo is fully electric, sustainable, and convenient. It has a cruise speed of 150mph and a range of up to 100 miles, with agile vertical take-off and landing and capacity for four passengers. Designed to greatly reduce travel times across the city, the 52-minute car journey from Heathrow to Canary Wharf would be just 12 minutes in Valo.

The team was tasked with aligning the brand through an updated and reimagined brand strategy, encompassing both a new verbal and visual identity. The naming of the new vehicle was also a key part of the project, with Pentagram working closely alongside internal stakeholders to define and name the new vehicle. 

The verbal and visual refresh was applied through a clear strategic framework. Vertical had been a major player in the eVTOL space for several years and already possessed key elements of brand equity, particularly its distinctive hummingbird symbol which served as a metaphor for vertical take-off, hovering and flight—all qualities inherent in the vehicle itself.

Research revealed that while the core components of the brand were strong and had generated industry recognition, Vertical was not yet widely known to the general public. With the case for eVTOL already established, the strategic focus shifted to democratising the brand’s vision—imagining a world where urban life is no longer constrained by traffic. For Vertical to become the definitive leader in this emerging sector, Pentagram needed to elevate the brand’s profile and visibility, balancing respect for the product’s engineering excellence with the creation of a more aspirational, future-focused identity.

The strategic direction focused on normalising eVTOL as a mode of transport and creating a more democratic, accessible brand—essentially the ‘Uber of the skies.’ At the same time, it needed to reflect the high quality, innovation and safety standards at the core of the business, positioning Vertical as a pragmatic and serious player in the industry.

Alongside broader messaging work, the Pentagram team developed the core tagline ‘To the skies.’ This line captures both the brand’s vision and its aspirational spirit. It opens the Vertical brand to a wider audience, inviting more people to engage and increasing appeal to potential customers, investors, and partners.

It quickly became clear that the name Vertical and its hummingbird symbol were powerful brand assets. Drawing inspiration from the vehicle’s curves and geometry, Pentagram reimagined the hummingbird—simplifying and streamlining its form while bringing it closer to the shape of a real bird. This refined symbol became central to the wider identity, complemented by a new wordmark and a more flexible relationship between the logo elements.

The symbol is used alongside the variable typeface Universal Sans, which gives a modern, technical and engineered look. Gradients based on the sky at times of day such as dawn and dusk feature across the visual identity, as well as images of the sky itself, which feature alongside the polished product imagery and lifestyle shots. The team also created a repeat pattern based on the ‘Y’ shape of Valo’s wings and body,  

Pentagram designed a wide range of applications, from the placement and positioning of branded elements on the vehicle, to key concepts for the launch event and investor collateral, as well as longer-term customer-facing collateral and campaigns. The team also developed updated motion principles for the brand, defining how elements move in a way that reflects the motion of the vehicle itself. All of this was accompanied by a comprehensive set of brand guidelines to ensure the brand could adapt and evolve while maintaining quality and consistency.

Vertical unveiled its fully redesigned model at a high-profile event in London’s Canary Wharf. The launch marked a significant step change for the business as it evolved into an established, authoritative player in the industry, expanding its visibility well beyond the eVTOL sector.

The design of the new vehicle, together with the brand equity and storytelling built around the hummingbird as a visual metaphor, formed the core inspiration for the project. The goal was to create a brand that not only articulated the company’s direction, but also rose above the competition, positioning Vertical as a definitive leader within the category.

Through the project, Pentagram brought a holistic approach to redefining Vertical’s brand, combining strategic insight, visual design and storytelling. From reimagining the hummingbird symbol and creating a flexible visual identity, to developing a compelling verbal framework and motion principles, Pentagram ensured the brand reflects both the innovation and engineering excellence of Valo. By elevating visibility, articulating the company’s vision, and crafting a more aspirational and accessible identity, Pentagram helped position Vertical as a pioneering and authoritative leader in the eVTOL sector.