Dogs deserve humane travel. Embark Airways is an airline concept designed to transport dogs in the passenger cabin rather than the cargo hold, with flights dedicated entirely to animals. Instead of traditional seating, the cabin would feature secure, comfortable enclosures tailored for dogs. Trained animal-care staff, vet-attendants, would be on board to ensure safety and comfort throughout the flight, monitoring the animals and providing food, water, and care as needed.
The logo system creates a consistent and recognizable identity for Embark across every physical and digital touchpoints. A versatile type family was selected to create a cohesive brand identity while introducing subtle personality through its curved terminals. The use of different type weights creates contrast within the logo.
Inspired by caramel-toned street dogs, the palette explores a range of warm brown hues.
Two primary colors - CARAMELO/100 and CARAMELO/60 - anchor the system, supported by an expanded set of complementary tones.
No other elements - such as text, images, or graphics - should encroach on this space, keeping the logo clean and uncluttered.
Secondary graphics and patterns are derived from the negative space of the main logo.
They extend the identity across touchpoints. Including social media, documents, wallpapers, stickers, dog blankets, feeding containers, and uniforms, ensuring a cohesive and consistent brand system.
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