Maeve – Logo & brand identity for the next chapter in aviation






Brand Guidelines

Visual Identity

Art Direction




Maeve™ (formerly Venturi) asked us to develop a new name, logo and brand identity for the next step in their business venture. Maeve wants all of us to fly electric by the end of this decade. They had a successful start as Venturi and secured their next round of funding. One key problem was their name, which was already used throughout the industry. They wanted to get ahead of the problem and reinvent themselves in a future-proof way.


We developed a new name in a 2 week timespan running through 200+ iterations, checking all serious candidates with trademark experts. We ended up with Maeve, a combination of maverick and aviation. The new name is easier to remember, pleasant and unique in the industry. The new name led to a custom logotype that positions Maeve as a force to be reckoned with. Futuristic and established.

We are continuously working together with Maeve to develop their brand and online presence.

On the fringe but timeless

We wanted Maeve to have that futuristic edge in their logo, without it becoming too cringy or obvious. The strong lines, wide spacing and low x height all hint to their technical background. The curved inside corners give it something human and gave us that edge we were looking for.

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