Hermeus was founded in 2018 with the mission to radically accelerate air travel by developing Mach 5 aircraft to connect people faster and bring innovation to commercial flight.
In collaboration with Martin Berman and Hermeus’ leadership team, I had the opportunity to refresh their brand identity, create sub-brand identities for the three aircraft in their fleet, and develop a custom typeface for use across all brand touchpoints.
With each aircraft having a unique purpose and personality, our main challenge was to create three distinct sub-systems that could stand on their own while still operating harmoniously as a collective under the greater Hermeus brand. By using a shared graphic style across icons and wordmarks built from the same typographic ingredients, we built a family of brands that complement one another, feel like a purposefully crafted collection, yet stand on their own and function independently.
At Mach 5, more than twice the speed of the supersonic Concorde, passengers will be able to cross the Atlantic in 90 minutes.
On the path to hypersonic passenger aircraft, Hermeus is partnering with government agencies including the US Air Force and NASA to develop a series of autonomous aircraft that derisk the technology and solve urgent national security challenges.
These products provide the data and confidence necessary to certify, produce, operate, and maintain safe and comfortable commercial aircraft.
Credits
Jeremy Nelson | CD + Design Lead Marty Berman | Hermeus' CMO
Addressing the previous wordmark's shortcomings, Hermeus' updated wordmark aligns more purposefully with the cutting edge new-Space business it represents while projecting a voice of confidence and precision.
Engineering an Identity
With the original identity as a foundation, my challenge was to revamp the existing system and introduce secondary aircraft-specific sub-brands while preserving the Hermeus’ wing as the brand's capstone element.
No items found.
Realigned & Refined
Addressing the previous wordmark's shortcomings, Hermeus' updated wordmark aligns more purposefully with the cutting edge new-Space business it represents while projecting a voice of confidence and precision.
No items found.
Expanding the Fleet
As part of a staged development roadmap, Hermeus will create three unique aircraft – each requiring a distinct yet complementary identity – to meet the needs of the governmental, commercial, and private sectors.
No items found.
No items found.
No items found.
Cracking The Whip
With the refreshed wordmark as scaffolding to build upon, Bullwhip, a fully custom type family of three styles, was drawn to solidly and amplify Hermeus’ visual voice.
Reflecting the mathematical precision of engineering and aviation, Bullwhip is a highly geometric typeface with straight edges, elliptical corners, and unique contrast of tension in its corners giving it a sturdy yet technical personality.
No items found.
No items found.
No items found.
No items found.
No items found.
Thanks again to Marty from Hermeus for the opportunity to team up and expand the horizons of Hermeus' brand and identity!
Hermeus was founded in 2018 with the mission to radically accelerate air travel by developing Mach 5 aircraft to connect people faster and bring innovation to commercial flight.
In collaboration with Martin Berman and Hermeus’ leadership team, I had the opportunity to refresh their brand identity, create sub-brand identities for the three aircraft in their fleet, and develop a custom typeface for use across all brand touchpoints.
With each aircraft having a unique purpose and personality, our main challenge was to create three distinct sub-systems that could stand on their own while still operating harmoniously as a collective under the greater Hermeus brand. By using a shared graphic style across icons and wordmarks built from the same typographic ingredients, we built a family of brands that complement one another, feel like a purposefully crafted collection, yet stand on their own and function independently.
At Mach 5, more than twice the speed of the supersonic Concorde, passengers will be able to cross the Atlantic in 90 minutes.
On the path to hypersonic passenger aircraft, Hermeus is partnering with government agencies including the US Air Force and NASA to develop a series of autonomous aircraft that derisk the technology and solve urgent national security challenges.
These products provide the data and confidence necessary to certify, produce, operate, and maintain safe and comfortable commercial aircraft.
Jeremy Nelson | CD + Design Lead
Marty Berman | Hermeus' CMO
Hermeus Website
Hermeus IG
Visual Identity
Logo Design
Brand Development
Type Design