Slick identities for cool, luxurious products are one thing, but creating branding for rather more technical, obscure brands is arguably a trickier task. That’s why we were so impressed with designer Michal Markiewicz’s identity for Aloft, an aerial drone filming company in Poland.
The company uses advanced technologies to produce footage for television and commercials so the identity needed to be instantly understood and recognisable. Placing the company’s name within a grid of crosses that act like propellers, the logo has moving iterations to enhance the kinetic aesthetic. The red, outlined square feels like a frame for a figurative drone to hone in on and an array of simply illustrated cards explain the various types of filming the company can do. Using inoffensive hues of blue and orange, it’s a clean and sharp identity from the Polish designer.