Level350

I spearheaded the transition with four named directions: Document → Flight, Ascending Velocity, Simplified Plane and Orchestrated Planes, each argued on paper. The winner was Concept 1: Document → Flight: the company’s document-and-records heritage folding into a paper plane. It draws the move into aviation as a single mark, with the old equity still legible inside it.

The mark is drawn on a geometric grid, built from circle, axis and angle rather than eyeballed curves, so it scales cleanly from favicon to trade-show wall. Type stays in the Helvetica family: plain, engineered, nothing competing with the mark.

Getting there meant options, options, options. The mark and wordmark went through configuration after configuration before the system locked.

Lockups ship as a system, not a file: left-aligned, centred and mono versions, each with placement rules, so the brand behaves the same in a pitch deck, an app header or a co-branded footer.

The three unchosen directions were real contenders, not filler. Each was argued in the same format as the winner, so the client’s decision was a choice between stories, not sketches.

A rebrand only counts once it ships, and Level350’s first shipment was motion: an animated logo transition that folds the document into flight, and a brand intro that sets the whole system moving. Same geometry as the static mark, now with timing.

Level350 walked away with a defensible mark, a lockup system with rules, and motion that makes the brand recognisable before the wordmark resolves. For me it is the useful kind of proof: international client work, shipped through an agency pod, from concept sketch to moving image.