IDENTITY PRINCIPLES

PHOTOGRAPHY

The Rebel Future identity is a photography–driven identity

The following principles hold true for all brand photography

THE QUALITY OF LIGHT THROUGH TIME

— Infinite backgrounds

— Back-lit silhouettes

— Liquidity through reflections

— Elegant gradients

— Provocative framing

— Medium format

Archer Lockup

Layers of abstraction:

— A for Archer
— Arrowhead
— 2 wings + 3 landing gear (1 front + 2 rear)

Clear space:

— Always use the correct clear space around the lockup to preserve its integrity
— Use the A of the word mark to determine proper clear space
— Minimum print width: 1 inch
— Minimum display: 75 px

Archer Beacon

— Derived from the signature lighting of Archer vehicles

— Glowing vertical light that symbolizes energy, change and grit

— A signal to rebel against the status quo

INFINITE EDGE

— Imagery should have one edge that elicits limitless potential

SKY TONES

— Archer’s color palette incorporates tones derived from the skies in our photography

— It is not a strictly defined set of colors

— Solar glow is our focal color

AERO GRAPHICS

— Graphics that evoke aerospace

— Functional way finding and navigation

DISPLAY FONT

— Advanced aerospace-inspired typeface for Rebel Future display and headline treatments

BODY COPY FONT

— Features verticality, legibility and elegance to complement the width, technicality and
character of the Ligione display font

DATA FONT

— A technical and structured font inspired by aerospace heads-up display graphics

— Used for data and informational text

SOLAR GLOW

— A functional accent color born from aviation

— Usage includes way finding and areas of emphasis

Examples

Print Material

Presentation Deck