VMO Air

The challenge: create a logo and aesthetic for a brand whose name evokes the perilous ceiling of stability, without crashing through said ceiling and covering the brand in shards of glass. The “VMO” in “VMO Aircraft Leasing” is a term for Maximum Operating Velocity, aka top speed, breakneck pace, or the closest a vehicle can get to burning out of control without actually doing so. It’s audacious and wild. Planes, of course, don’t fly (or lease) on wild audacity. Therefore, all the implied energy and zeal of VMO had to be counterbalanced with a visual brand story that conveyed competence, experience, success, and both cool & warmth.

While the company was fairly new, VMO’s staff and executive team were filled with respected industry veterans. They approached tailfeather to help evolve their brand identity for a re-launch. With a mandate of “clean lines and pleasing colors,” we set out to create a modern-looking logo that suggested strength and stability. Through multiple tweaks and iterations, our team emphasized the flight-like qualities of the "V.” Though one of the V’s lines is clearly a wing, nothing about our design was steely or sharp. Using blends of St. Patrick’s Blue and Sapphire helped keep things calm and steady, with a bright white center that poised VMO to takeoff at a moment’s notice.

Like the company itself, VMO’s logo was built from the ground up by a bold, experienced team with an eye toward the clouds, safely racing through sapphire skies at maximum speed.