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Bold & Dynamic

�����о��� embodies the courageous spirit of all explorers, especially astronauts. But this boldness is not bravado. It’s an internal conviction and vibrant energy directed towards the future we are defining. This vibrancy is going to make every 10 year old on the planet want to draw the �����о��� logo on the cover of their school notebooks.

Expert & Effective

No other team is as qualified to build and operate a space station as the ������� team. We are experts in our fields, biased toward action, and willing to put in the hard work it takes to realize our ambitions. That makes us effective at hitting milestones, navigating challenges, staying true to our mission.

The �����о��� Identity System is inviting and inclusive and attracts individuals, companies and governments to participate / collaborate in our historic undertaking. It makes the idea of low Earth orbit and its possibilities tangible, accessible and safe. It speaks in language that’s credible and scientific, yet fresh and never dry. On Earth, it inspires into the stars and conversely connects to Earth when in space.

The ������� logo is crafted with consistent qualities, from a decisive linear character to expressive details launching skyward. The unique, dimensional "X" mimics the formal qualities of the spacecraft and alludes to the light and shadow of new horizons. The way that letterforms animate communicates the engineering precision in everything ������� touches.

Our logo mark is the shorthand for our company's ambition, expertise, and trustworthiness. We must treat it with respect and intention. The ������� logo mark does not have a typeface - additional letterforms should not be derived from nor styled similarly to the logo mark. For companies, organizations, or partners seeking commercial use of the ������� brand, please reach out to us first.

"It dawned on me with blinding brightness. I realized: I had jumped into another rare kind of stratosphere — one that only a handful of people in every generation are lucky enough to know." — Jesse Owens, American Gold Medalist

Our color is derived from our relationship to a phenomenon most only dream about. A sunrise on Earth breaking from atmosphere to infinite sky.

‍Color in Use
‍There are clear principles for how we use our palette. Deep Space Black and Mesosphere Blue are the dominant colors in the palette, while Stratosphere Blue and Troposphere Orange are used sparingly for moments of slight differentiation or emphasis, respectively. For example, when glancing at the website or a multi-page booklet, one would expect to mostly see bold use of the dominant colors (in addition to white) and a sprinkling of one of the others for footnotes or highlights, etc.

Imagery (still & motion) has the power to immerse, provoke, or teach concisely. When wielded with intention, it can inspire a newly realized vision of outer space. A sense of identity and cohesion is established when we have a consistent point of view on image selection and application. Consider the following elements when choosing images:
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‍Humanity: �����о���’s imagery direction is differentiated by a conscious relationship to humanity. This can be expressed through literal depictions of people and consideration of the human point-of-view for the earthbound and space pioneer alike.
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‍Horizon: The horizon is a uniquely ownable perspective in our field—from the surface of our Earth to the view beyond the stratosphere. Furthermore, this view positions �����о��� on the precipice of innovation.

‍Color: Consider seeking or adjusting for color palette when choosing imagery; images that reflect our distinct palette add to a cohesive overall expression.

Using Imagery in Design
‍Less is more: Our system relies primarily on color, type, logo, and form. Imagery works as a supporting or grounding element in our system.Dynamism: Use a range of points of view, crops, and compositions. For example, do not use many horizon images in the same piece.Expressions in space should connect our pioneers to the Earth below them, while expressions of space on Earth should inspire the realism of the mission above.