TinyWins Crafts a New Visual Language for the Future of Flight Through Joby Aviations Comprehensive Brand Identity

In an era where the concept of urban air mobility is transitioning from science fiction to a tangible transportation sector, California-based design studio TinyWins has unveiled a comprehensive brand identity for Joby Aviation. This project represents more than a traditional rebranding effort; it is the construction of a visual and emotional framework for a category of travel that currently lacks historical user behavior or established infrastructure. By rooting the identity of an electric vertical takeoff and landing (eVTOL) pioneer in the heritage of mid-century aviation design, TinyWins aims to bridge the gap between futuristic technology and consumer trust.

The scope of the project was exhaustive, encompassing brand strategy, visual identity, digital interfaces, mobile application design, wayfinding systems, skyport concepts, and the physical livery of the aircraft themselves. The central challenge identified by the studio was the "unknown space" of the air taxi market. Unlike commercial airlines, which operate within a century-old paradigm of airports and flight paths, Joby Aviation must introduce passengers to the idea of boarding a silent, electric aircraft from a rooftop in a dense urban environment. To succeed, the brand required a visual language that felt both revolutionary and comfortingly familiar.

Historical Foundations and the Golden Age of Aviation

To solve the problem of establishing trust in a brand-new technology, TinyWins looked backward to the "Golden Age" of aviation—a period characterized by optimism, elegance, and a sense of wonder. The studio’s research phase involved a deep dive into the mid-century modernists who defined the visual identity of 20th-century travel.

Key inspirations included Eero Saarinen’s TWA Flight Center at JFK Airport, a masterpiece of Futurist architecture that captured the fluidity of flight. The design team also analyzed the rigorous Swissair guidelines established by Rudolf Bircher, the influential Lufthansa identity developed by the HfG Ulm school, and the seminal British Airports Authority wayfinding system designed by Jock Kinneir and Margaret Calvert.

By referencing these pillars of design history, TinyWins sought to imbue Joby Aviation with a sense of institutional permanence. The goal was to suggest that while the technology is new, the commitment to safety, precision, and passenger experience is rooted in a long-standing tradition. This "emotional trust" is a critical component for a company that expects to transport passengers at speeds of up to 200 mph over congested city streets.

The Visual Identity System: Typography, Color, and the Smile

The core of the Joby Aviation identity is a custom typeface developed in collaboration with the foundry Family Type. This bespoke font balances technical precision with human warmth, ensuring readability across various touchpoints—from high-resolution digital screens in the cockpit to physical signage at a distance.

The color palette was intentionally selected to reflect the brand’s origin and its operating environment. Moving away from the sterile blues and greys common in the aerospace industry, TinyWins extracted a palette from the Californian skies. These tones are designed to feel airy and optimistic, reinforcing the company’s mission of providing sustainable, zero-emission travel.

One of the most distinctive elements of the new identity is a design device known internally as "the Smile." This feature emerged during the creative process when Creative Director May Kodama observed the psychological effect of rounded photo frames used in early mockups. Kodama noted that these softened edges provided a sense of approachability and warmth, leading to the internal mantra, "It feels so Joby." The Smile has since been integrated into the broader design system, appearing in UI elements, marketing materials, and even the physical curvature of skyport architecture, serving as a subtle visual cue for comfort and safety.

Infrastructure and Wayfinding in an Unbuilt Environment

A unique aspect of the TinyWins assignment was the requirement to design wayfinding and environmental graphics for "skyports" that do not yet exist. Joby Aviation is currently working with partners to develop infrastructure in cities like New York and Los Angeles, but the physical reality of these hubs is still in the conceptual and regulatory phase.

To address this, TinyWins developed a modular wayfinding system based on the principles of legendary designers Massimo Vignelli, Otl Aicher, and Saul Bass. The system is designed to be highly legible and adaptable, capable of guiding a first-time passenger from a street-level entrance to a rooftop boarding gate with minimal friction. This proactive approach to environmental design ensures that the brand experience remains consistent, whether a user is interacting with the mobile app to book a flight or navigating a physical terminal.

The digital experience, developed in partnership with INK Studio, mirrors this focus on clarity. The Joby website and mobile app utilize cinematic visuals and a streamlined interface to demystify the process of air taxi travel. Photography is categorized into two distinct themes: "Shot from Above," which emphasizes the efficiency and perspective gained from eVTOL travel, and "Head in the Clouds," which focuses on the aspirational and serene nature of the flight experience.

Contextualizing Joby Aviation’s Market Position

The rebranding comes at a pivotal moment for Joby Aviation. Founded in 2009 by JoeBen Bevirt, the company has spent over a decade developing its proprietary electric aircraft. Unlike many competitors in the Urban Air Mobility (UAM) space, Joby has achieved significant regulatory milestones. In 2024, the company continued its rigorous testing program with the Federal Aviation Administration (FAA), moving closer to the Type Certification required for commercial operations.

Joby’s strategic partnerships further underscore the need for a robust consumer brand. With significant backing from Toyota—which has invested over $500 million and shared manufacturing expertise—and a commercial partnership with Delta Air Lines, Joby is positioning itself as a premium yet accessible extension of the existing transportation ecosystem. The brand identity created by TinyWins must therefore appeal to both the tech-savvy early adopter and the loyal Delta frequent flyer.

According to industry analysts, the UAM market is projected to reach a valuation of several hundred billion dollars by 2040. However, public acceptance remains one of the largest hurdles. Issues such as noise pollution and urban integration are frequently cited as concerns. The TinyWins design addresses this by emphasizing the quiet, non-intrusive nature of Joby’s aircraft, which are designed to be significantly quieter than traditional helicopters.

Chronology of Joby Aviation’s Development

The evolution of Joby Aviation provides essential context for why a comprehensive brand identity is necessary at this stage:

• 2009: Joby Aviation is founded, focusing on electric motors and flight components.
• 2017: The company begins flying its first full-scale prototype.
• 2020: Joby becomes the first eVTOL company to receive airworthiness certification from the U.S. Air Force.
• 2021: Joby lists on the New York Stock Exchange (NYSE: JOBY) via a SPAC merger, raising approximately $1.1 billion.
• 2022: The company receives its Part 135 Air Carrier Certificate from the FAA, allowing it to operate a commercial air taxi service.
• 2023: Joby performs the first-ever exhibition flight of an eVTOL in New York City at the iconic Downtown Manhattan Heliport.
• 2024: The brand identity by TinyWins is fully integrated as the company ramps up production at its pilot manufacturing facility in Marina, California.

Broader Implications for the Design and Aviation Industries

The work performed by TinyWins represents a shift in how aerospace companies approach branding. Historically, aviation branding has been divided between the corporate, industrial aesthetic of manufacturers (like Boeing or Airbus) and the consumer-facing hospitality aesthetic of airlines. Joby Aviation occupies both spaces simultaneously—it is the manufacturer, the operator, and the service provider.

By creating a unified identity that covers everything from the software used to book a flight to the paint on the aircraft’s wings, TinyWins has established a blueprint for the UAM industry. The emphasis on "mid-century modernism" serves a dual purpose: it distinguishes Joby from the aggressive, hyper-futuristic branding of some competitors while aligning it with a period of American history synonymous with technological leadership and high-quality service.

Industry observers suggest that this branding strategy will be vital in navigating the "social license to operate." For air taxis to become a common sight in urban skylines, the public must perceive them not as noisy intrusions, but as a sophisticated and reliable utility. The "Smile" device and the "California sky" palette are psychological tools intended to soften the impact of a disruptive new technology.

In conclusion, TinyWins has provided Joby Aviation with a visual language that transcends mere aesthetics. It is a strategic asset designed to foster familiarity in an unfamiliar landscape. As Joby moves toward its goal of launching commercial service in 2025, the brand identity will serve as the primary interface between the company’s advanced engineering and the passengers who will eventually entrust it with their daily commutes. The project stands as a testament to the power of design in shaping the future of human mobility by honoring the legacy of its past.