Signature Aviation has unveiled a transformation of its visual identity, including a new logo and brand elements.

"Our new brand heralds Signature's transformation as the world's preeminent hospitality company in aviation," says CEO Tony Lefebvre. "At every step of the guest journey, we aim to exceed their expectations by delivering a modern, innovative and exceptional experience. For our team members and communities we endeavour to be an employer of choice and a force for good. Our new visual identify embodies that, conveying a standard that is second to none and how Signature connects the world to help everyone soar."

Signature's transformation symbolises many of the significant commitments made throughout its business to innovate and elevate the connection with guests, from reimagining the experience at its terminals and introducing a new coffee programme with Lavazza to adding innovative technology that streamlines guest communications.

The guest connections at the heart of the brand's inspiration are a tribute to Signature's team members, recently earning 'Best and Brightest Companies to Work For' recognition. A commitment to excellence in safety, teamwork, trust and innovation has helped champion a culture that keeps precision and connection at the heart of every guest interaction.

"The Signature experience is built on a culture of hospitality, from consistently anticipating, communicating and delivering our guests' needs on-time to fostering authentically warm and appreciative environments," says CCO Derek DeCross. "This brand transformation allows us to bring the most crafted, exceptional experience in private aviation to every guest we serve, at every connection point across our global network."

Brand elements are being showcased at the 2024 NBAA Schedulers and Dispatchers Conference in Fort Worth, Texas. Insights from the design process and visual identity update will be available via interactive content within Signature's booth.

Precision, connection and progression are the core design principles for the update, showcasing the momentum and warmth that Signature's guests experience every day.

A new logo consists of sharp lines propelling upward, demonstrating forward momentum. The two shapes within the logo create a staggered S, highlighting the connectedness of the company's network and give a nod to Signature's own name.

A primary palette of black, white and shades of blue are inspired by colours seen in flight. A secondary palette consisting of neutral greys and green complements the primaries with signs of progression in Signature communications.

Brand messaging is brought to life via new typefaces, uniquely selected for informative and expressive communications. New photography will be phased in that evokes momentum through the still image.