LatestAutumn test campaign complete: 42 flights and 61 flight hours

Logo explorations

Forty-seven directions.

Each is shown as a mark on paper and slate, a lockup, and at favicon size. The current mark (a split delta) reads too close to an airline. These avoid filled triangles with an apex and pull instead from what the aircraft does: fixes, sectors, lanes, detections, bearings, the coast.

Number 20, Lanes with aircraft, is in use on the site for now. The previous delta mark is kept at /brand/adelt-mark-delta.svg. Round two (11–30) develops Horizon A (1), Lanes (4) and Detection (8). Round three (31–40) is the Wing A from the sketch: an A whose crossbar is a pair of wings, dipping at the fuselage and reaching past the legs. Round three (31–40) is the Wing A from the sketch: an A whose crossbar is a pair of wings, dipping at the fuselage and reaching past the legs. Tell us the numbers you like and what to change. Marks are plain SVG in src/data/logos.ts, so variants are cheap.

  1. 1

    Horizon A

    An A whose crossbar runs on past the letter: an aircraft on the horizon. No filled triangle, so nothing to confuse with an airline.

    Wordmark: Archivo 125%, 800, caps

    Adelt
    Adelt
    16, 24, 32 px
  2. 2

    Fix

    A position fix on a chart: four bars and a point. The thing the aircraft produces, not the aircraft.

    Wordmark: Archivo 125%, 800, caps

    Adelt
    Adelt
    16, 24, 32 px
  3. 3

    Sector

    A sensor footprint sweeping from a point. Coverage, which is what customers buy.

    Wordmark: Archivo 112%, 700, caps

    Adelt
    Adelt
    16, 24, 32 px
  4. 4

    Lanes

    The search pattern the aircraft flies: parallel lanes joined at the ends. A square, not a triangle.

    Wordmark: Archivo 125%, 800, caps

    Adelt
    Adelt
    16, 24, 32 px
  5. 5

    Twin boom

    The aircraft itself, reduced to a wing bar, two booms and a fuselage. Specific to what Adelt builds.

    Wordmark: Archivo 112%, 700, caps

    Adelt
    Adelt
    16, 24, 32 px
  6. 6

    Block A

    A Bauhaus A: a parallelogram and a square counter. Industrial, no apex, works as a stamp on a fuselage.

    Wordmark: Archivo 80%, 700, tracked caps

    Adelt
    Adelt
    16, 24, 32 px
  7. 7

    Coast

    A straight horizon over a coastline, a point above it. The place we fly and the thing in the air.

    Wordmark: Archivo 100%, 600, lowercase

    Adelt
    Adelt
    16, 24, 32 px
  8. 8

    Detection

    A grid of search cells with one lit. The moment the system earns its keep.

    Wordmark: Archivo 125%, 800, caps

    Adelt
    Adelt
    16, 24, 32 px
  9. 9

    Bearing

    A compass ring with a single needle. Navigation that holds without satellites.

    Wordmark: Archivo 112%, 700, caps

    Adelt
    Adelt
    16, 24, 32 px
  10. 10

    Aperture

    A lens with a horizontal slit: eyes over the coast. Reads as optics, not as an airline.

    Wordmark: Familjen 700, tight

    Adelt
    Adelt
    16, 24, 32 px
  11. 11

    Horizon A, grounded

    The bar moves under the letter: an A standing on a ground line, the way the aircraft sits on a deck.

    Wordmark: Archivo 125%, 800, caps

    Adelt
    Adelt
    16, 24, 32 px
  12. 12

    Horizon A, through

    The horizon passes in front of the letter. The legs break for it, so there is depth without shading.

    Wordmark: Archivo 125%, 800, caps

    Adelt
    Adelt
    16, 24, 32 px
  13. 13

    Horizon A, one wing

    The crossbar only extends to the right. Asymmetric, reads as motion and as a wing.

    Wordmark: Archivo 125%, 800, caps

    Adelt
    Adelt
    16, 24, 32 px
  14. 14

    Horizon A, two horizons

    Sea and sky: two bars, the lower one thinner. More texture, still one glyph.

    Wordmark: Archivo 125%, 800, caps

    Adelt
    Adelt
    16, 24, 32 px
  15. 15

    Horizon A, flat top

    The apex is cut flat. Calmer, more industrial, further from any arrow or delta.

    Wordmark: Archivo 80%, 700, tracked caps

    Adelt
    Adelt
    16, 24, 32 px
  16. 16

    Horizon A, solid

    The letter as a filled wedge with the horizon as its crossbar. Heavy; stamps well on a fuselage.

    Wordmark: Archivo 112%, 700, caps

    Adelt
    Adelt
    16, 24, 32 px
  17. 17

    Horizon A, aircraft

    A point above the apex: the aircraft over the horizon. Letter, line, dot.

    Wordmark: Archivo 125%, 800, caps

    Adelt
    Adelt
    16, 24, 32 px
  18. 18

    Horizon A, rounded

    Same geometry as 1 with round joins and caps. Softer, closer to the Familjen letterforms.

    Wordmark: Familjen 700, tight

    Adelt
    Adelt
    16, 24, 32 px
  19. 19

    Lanes, vertical

    The search pattern turned upright. Reads as a stylised N or a coastline being swept north to south.

    Wordmark: Archivo 125%, 800, caps

    Adelt
    Adelt
    16, 24, 32 px
  20. 20

    Lanes, aircraft

    The lanes with the aircraft on them: a point at the end of the last leg, in the accent.

    Wordmark: Archivo 125%, 800, caps

    Adelt
    Adelt
    16, 24, 32 px
  21. 21

    Lanes, framed

    The pattern inside its search area. The frame is the box the operator drew.

    Wordmark: Archivo 112%, 700, caps

    Adelt
    Adelt
    16, 24, 32 px
  22. 22

    Lanes in an A

    The letter hatched with search lanes. Two ideas in one mark; works large, simplifies to a plain A small.

    Wordmark: Archivo 125%, 800, caps

    Adelt
    Adelt
    16, 24, 32 px
  23. 23

    Lanes, wide

    Two turns instead of three, heavier stroke. Simpler at 16 px.

    Wordmark: Archivo 125%, 800, caps

    Adelt
    Adelt
    16, 24, 32 px
  24. 24

    Lanes, diagonal

    The pattern rotated 45°, the way it sits on a chart when the wind sets the heading.

    Wordmark: Archivo 112%, 700, caps

    Adelt
    Adelt
    16, 24, 32 px
  25. 25

    Detection, four cells

    Two by two. Fewer cells, one lit. The most legible of the grid family at small sizes.

    Wordmark: Archivo 125%, 800, caps

    Adelt
    Adelt
    16, 24, 32 px
  26. 26

    Detection, points

    A grid of points rather than cells. The centre one is larger and in the accent: the contact.

    Wordmark: Archivo 125%, 800, caps

    Adelt
    Adelt
    16, 24, 32 px
  27. 27

    Detection, fine grid

    Four by four, one cell opened and a point placed in it. Denser; more like a map.

    Wordmark: Archivo 112%, 700, caps

    Adelt
    Adelt
    16, 24, 32 px
  28. 28

    Detection, square

    As 8, but the lit cell is a square in the accent, not a circle. Stricter.

    Wordmark: Archivo 125%, 800, caps

    Adelt
    Adelt
    16, 24, 32 px
  29. 29

    Detection, ring

    Outlined cells with a ring in the middle: a track being watched rather than a hit.

    Wordmark: Familjen 700, tight

    Adelt
    Adelt
    16, 24, 32 px
  30. 30

    Detection, chart

    Grid lines instead of cells, a frame, one point. Closer to a nautical chart than a pixel grid.

    Wordmark: Archivo 112%, 700, caps

    Adelt
    Adelt
    16, 24, 32 px
  31. 31

    Wing A

    Closest to the sketch: two legs, and a shallow V for the crossbar that dips at the middle and runs past the legs like wings.

    Wordmark: Archivo 125%, 800, caps

    Adelt
    Adelt
    16, 24, 32 px
  32. 32

    Wing A, gull

    The wing drawn as two soft arcs meeting low: a gull in flight. Calmer than the straight V.

    Wordmark: Archivo 125%, 800, caps

    Adelt
    Adelt
    16, 24, 32 px
  33. 33

    Wing A, swept

    A deeper V with tips rising toward the apex. More speed, more delta, still clearly an A.

    Wordmark: Archivo 125%, 800, caps

    Adelt
    Adelt
    16, 24, 32 px
  34. 34

    Wing A, solid

    Filled legs with the wing as a heavy chevron through them. Stamps well; reads at 16 px.

    Wordmark: Archivo 112%, 700, caps

    Adelt
    Adelt
    16, 24, 32 px
  35. 35

    Wing A, banked

    One wing higher than the other: the aircraft in a turn. Asymmetry gives it motion.

    Wordmark: Archivo 125%, 800, caps

    Adelt
    Adelt
    16, 24, 32 px
  36. 36

    Wing A, rounded

    Same geometry as the first with round caps and joins, nearer the hand-drawn line of the sketch.

    Wordmark: Familjen 700, tight

    Adelt
    Adelt
    16, 24, 32 px
  37. 37

    Wing A, winglets

    The wing tips turn up at the ends. A small aviation detail that keeps the mark from reading as a check mark.

    Wordmark: Archivo 125%, 800, caps

    Adelt
    Adelt
    16, 24, 32 px
  38. 38

    Wing A, trail

    A thin second line under the wing: the trailing edge, or a contrail. Adds depth with one stroke.

    Wordmark: Archivo 125%, 800, caps

    Adelt
    Adelt
    16, 24, 32 px
  39. 39

    Wing A, fuselage

    A point in the accent where the wings meet: the fuselage, and the one place the brand colour appears.

    Wordmark: Archivo 125%, 800, caps

    Adelt
    Adelt
    16, 24, 32 px
  40. 40

    Wing A, open

    The legs stop short of the apex, leaving a gap. The wing carries the letter; the apex is implied.

    Wordmark: Archivo 112%, 700, caps

    Adelt
    Adelt
    16, 24, 32 px
  41. 41

    Wing A, swept deep

    The second sketch in plain strokes: a deep V whose arms run long and high past the legs, tips near the apex.

    Wordmark: Archivo 125%, 800, caps

    Adelt
    Adelt
    16, 24, 32 px
  42. 42

    Wing A, blades

    Legs as wedges, wings as tapered blades: thin at the tips, heavy where they meet. The drawn, calligraphic weight of the sketch.

    Wordmark: Archivo 125%, 800, caps

    Adelt
    Adelt
    16, 24, 32 px
  43. 43

    Wing A, feather

    The same blades with a gentle curve, so the wings read as feathers rather than knives. Legs curve to match.

    Wordmark: Archivo 125%, 800, caps

    Adelt
    Adelt
    16, 24, 32 px
  44. 44

    Wing A, outline

    The blade shapes drawn as thin outlines, the way the sketch doubles its lines. Light; for large sizes and embroidery.

    Wordmark: Familjen 700, tight

    Adelt
    Adelt
    16, 24, 32 px
  45. 45

    Wing A, interlock

    Blades pass in front of the legs with a hairline gap where they cross, so the two shapes read as separate parts.

    Wordmark: Archivo 125%, 800, caps

    Adelt
    Adelt
    16, 24, 32 px
  46. 46

    Wing A, heavy

    Thicker wedges and blades in a tighter box. The version that survives a 16 px favicon.

    Wordmark: Archivo 112%, 700, caps

    Adelt
    Adelt
    16, 24, 32 px
  47. 47

    Wing A, blades with fuselage

    The blades with a beacon point at the dip where the wings meet the body.

    Wordmark: Archivo 125%, 800, caps

    Adelt
    Adelt
    16, 24, 32 px