Preparing a new brand for takeoff

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The client

Compass Air Cargo is an international cargo carrier that spotted a post-pandemic opportunity to fly routes where there was great demand, but not enough flights.

The challenge

A powerful brand presence was required to build awareness of the new carrier and to stand out in its sector. It was designed to work on their Boeing 737 cargo planes.

The result

The starting point for the brand was the Boeing 737 cargo plane’s wingspan. A distinctive “compass arrow” logo emerged, pointing north and wrapping aerodynamically around the aircraft’s tail. Paired with a bold, wide typeface to maximise visibility on the fuselage and a bright, precisely specified red for consistent livery application, the identity was meticulously planned and delivered with detailed scaled artwork for the fleet.

The concept was extended across Compass Air Cargo, Compass Airways, Compass Air Belgium and Compass Technic, adapting the core shape to represent multiple entities and countries while maintaining a cohesive system. The result is a striking, scalable brand that translates powerfully from paper to plane.