Level350

RebrandLogo systemGuidelineMotion2025 to 2026

Not a teardown. A document that learned to fly.

Level350 was repositioning to serve aviation and airline clients. A hard pivot can orphan a brand's equity, so the brief was a mark that reads as the next chapter of the same story rather than a replacement for it.

Brand and motion designer, embedded in the Diaz & Cooper agency pod. 2025 to 2026.

The identity had to make the new focus legible on first read.

Discovery framed the real risk before anything was drawn. Every direction was named, argued and compared on paper, so the client chose between arguments rather than between pictures.

Research and discovery

The client is moving into aviation. The identity has to make the new focus legible on first read.

A pivot can erase equity. The rebrand had to carry the old recognition forward into the new direction.

Every direction deserved a written case. Concepts were named and argued before anything was polished.

Discovery moodboard, flight and aviation marks, the visual language of the space — **Moodboard**The language of the space it is entering

Early draftsThe directions explored

Level350 lockup in black with the tagline, Built for the Next Level

Level350 locked up with Diaz and Cooper, the transition mark

Primary lockup

The mark is drawn on a geometric grid, built from circle, axis and angle rather than eyeballed curves, so it holds from a favicon to a trade-show wall.

Four directions, each argued on paper.

Document to Flight, Ascending Velocity, Simplified Plane and Orchestrated Planes. The winner was the first: the company's document heritage folding into a plane, so the equity survives the pivot instead of being written off.

Concept rationale

Concept 1, Document to Flight. The one that shipped.

Concept 2, Ascending Velocity, a dynamic paper plane in motion — **Concept 2**Ascending Velocity

Concept 3, Simplified Plane, a plane form built from connected segments — **Concept 3**Simplified Plane

Concept 4, Orchestrated Planes, a pinwheel of lime and charcoal plane forms — **Concept 4**Orchestrated Planes

Getting to the final lockup meant options, then more options. The mark and wordmark went through configuration after configuration before the system locked.

Six values, and a rule for where each one goesColour

#80C343

Lime

The mark, and the one thing on a page allowed to shout.

Lockups ship as a system.

Left-aligned, centred and mono versions, each with placement rules, so the brand behaves the same in a pitch deck, an app header and a co-branded footer. Type pairs Montserrat for headlines with Nunito in support.

Brand identity guideline

Level350 clear-space page, the mark with its minimum spacing — Clear space

Variations

Level350 do's and don'ts page, approved usages beside the alterations — Do's and don'ts

The Level350 lockup in black, gray and reversed white — Mono, the neutral set

The guideline

The first thing that shipped 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.

Two pieces, built in After Effects

Logo transition, the fold to flight

Brand intro, the system moving

Then it hit the ground.

Apparel, business cards and out-of-home from the same kit, with the mark holding its weight at trade-show scale.

Applications

Brand apparel, from the guideline

A mark you can defend.

Level350 walked away with a lockup system that has rules, and motion that makes the brand recognisable before the wordmark resolves.

Concept directions explored and argued to land the one

Motion pieces shipped: logo transition and brand intro

Client, delivered through the Diaz & Cooper agency pod

Remove the drag. Scale the revenue.

The tagline, locked to the mark