Project 01
Gogo
A brand system for Gogo after the Satcom Direct merger. Two companies, one look.
- Client
- Gogo
- Role
- Senior Graphic Designer
- Scope
- Visual identity system, icons, collateral, events
- Year
- 2025–2026
Overview
When Gogo acquired Satcom Direct, the two brands needed to come together under one visual identity, with just 30 days until launch.
The logo and primary blue were already set. I developed the rest of the system: typography, color hierarchy, grids, graphic elements, and an icon library. Then I designed everything the teams needed in the new system, from marketing materials and product communications to global events: hundreds of pages of collateral.
Building the System
Color
Brought Satcom Direct’s navy together with Gogo’s red, kept as an accent. Adjusted the secondary blues and added a neutral gray palette.
Typography
Moved the primary typeface from DIN Pro to Montserrat. Its 18 weights give more range in layouts, and as an open-source font it’s easy to share with teams worldwide.
The tiles
Drawn from the square logo. One layout holds several products, airframes or people without a clunky collage.
Icons
75 icons and counting, redrawn from scratch for print, digital and UI.
The System in Use
Business cards, product sheets, print ads, posters and the icon set, all built from the same parts.
Every Airframe, Anywhere
One headline, many destinations. The poster campaign hangs in Gogo offices in Dubai, London, Singapore, Brazil, Colorado, and Florida, with images chosen to suit each location. I picked and retouched every photo, and the tiles echo the core system in each corner.
Evolving the System
After launch, leadership and sales asked for a more premium look, and one-off designs started pulling the brand in different directions. Instead of treating each request as an exception, I built that look into the system.
I introduced a tonal blue palette, retiring red for high-end materials, and created the Signal motif: fine orbital lines and nodes that echo Gogo’s satellite network. One palette now runs in two modes: Dark Luxury for premium product and sales materials, and Sky Signal for lighter pieces. The dark style is now the standard for new assets and the website.
Dark Luxury in Use
LEO 101, a digital white paper for business aviation, built in the refined system: Thin and Semibold type, deep navy pages and earth and orbit imagery.
Three Generations
Red on white with a sky blue and cool grays, set in DIN. Light, friendly and airy.
Satcom Direct navy takes the lead. Red stays as an accent, the blues are retuned, and Montserrat replaces DIN.
Red retired. One tonal range from Sky 50 to Abyss 900, with Montserrat Thin set against Semibold.
The same Galileo product sheet in each generation, from the 2018 template on the original brand to Dark Luxury: bullet lists in DIN become scannable performance tiles.
On the Show Floor
The system travels: 15+ trade shows and events a year across six continents, including NBAA-BACE, EBACE, AIX, the Dubai Airshow, Aviation Africa, Avalon and BAAFEX, plus partner events with Dassault, Embraer and Bombardier.
Outcome
30
days from merger to a launched brand system.
300+
pages of collateral produced in the system in the first year.
15+
events a year, across 8+ countries on six continents.
Used daily by sales and product marketing, and by regional teams in Brazil, Dubai and Singapore. Extended into a sister brand for Gogo Special Missions, the mil/gov division.