Sky Paws
Brand Guide
About
Sky Paws is a fictional US domestic pet-centric commercial airline. They prioritize comfort, ease, and accessibility for pet-owners to fly with their pets by offering dedicated crates within the main cabin & ensuring that everyone flies safe & happy.
Project Overview
Create a brand guide for Sky Paws to show angel investors. They are looking for an advisor and financier to redesign a Boeing 737 airplane to accommodate a secondary air tight 'cabin' of pet kennels, equipped with varying sizes of crates, a pet-relief area, and pet/vet flight attendant.
Competitors: Sky Paws main competitors are Southwest, American Airlines and Delta. All airlines are customer-centric, affordable, friendly and consistent.
Client avatars:
Brand Aesthetics
Mood Board
The mood board design for Sky Paws is very reminiscent of both the 70’s style and minimalistic concepts. The branding focus is clean lines with retro/vintage accents.
The imagery is bright and airy that portrays the transparency and trust that is the core of Sky Paws branding. The added colorful imagery are minimal but add that pop of color for the fun and approachability that sets Sky Paws apart in the airline industry.
brand adjectives
Friendly
Approachable
Affordable
Welcoming
Clean
Efficient
Caring
Accepting
Thoughtful
Reliable
Transparent
Happy
Comfortable
Relaxing
Modern
Innovative
Personalized
Professional
color palette
The main focal point throughout this branding is blue. It is iconic when it comes to airlines and keeping that reliability feel. The second tier of colors was inspired by the 70’s with a more vibrant twist to show its the other side of this brands personality. The last tier is the two neutrals that stay true to the 70’s and compliment the other colors without overpowering them.
the logo
Main Logo
alternate logos
Extended Logo
Logo Breakdown
Color Variations
fonts
The headings and subheadings font are representative of the main logo. I wanted to continue to express the brands reliability with something strong and bold. The heading font being in all capitalization keeps the theme of a strong foundation, like the logo. While the subheading font is a variation of the heading font to keep it in the same family and provide consistency. My main priority with the body font was for it be easy to read, since most airlines have a lot of important information. The accent font is where I took the opportunity to show the brands playfulness and airy movement of the brand.
supporting icons
These supporting icons were created to be on websites, social media assets, and apps. They showcase round edges, which are more inviting. The icons stay true to the color palette while still being realistic to everyday objects. They icons were made to be easy to interpret and a way to know what you’re looking at without reading text.
illustrations
These illustrations were made to be placed on icons, social media assets, print collateral, and websites. They are reminiscent of what the brand stands for which is playfulness, flight, and pets. They stay true to the main color blue, but add a nice array of color combinations to show the fun side of the brand.
patterns and gradients
Patterns: I wanted to have two separate color schemes. One tying in the warmer orange and pink together so it can compliment blue layouts. Second, the blues that easily speak to one another. I wanted to keep with the 70’s inspiration. This is why you see the inclusion of multi-line or shape patterns.
Gradient: I decided to make this gradient to mimic the color of the blue when you fly. How the sky at sea level is more of a blue green and as you go higher it is more a washed out light blue.