Universal Sans — 2 cases

Universal Sans in the news

• TinyWins recaptures the dream of flight in Joby Aviation’s rebrand

  The Brand Identity · Apr 13, 2026

  California-based studio TinyWins led a comprehensive rebrand for Joby Aviation, repositioning the electric aircraft company from a technology-focused brand to one that evokes the emotional experience of flight. Drawing inspiration from mid-century aviation design, the new identity spans strategy, digital platforms, wayfinding, and aircraft livery. Collaborations with Family Type, INK Studio, and others helped create a cohesive system that blends nostalgia with innovation.

  TinyWinsINK StudioFamily TypeJoby Aviationbranding
• Pentagram reimagines Vertical's brand as eVTOL start-up unveils Valo aircraft

  Creative Boom · Dec 17, 2025

  Pentagram, led by partner Angus Hyland, has refreshed the brand identity for British eVTOL start-up Vertical ahead of the launch of its Valo aircraft. The project introduces a new strategy, naming, and visual system designed to make urban air travel feel accessible and aspirational. The updated identity reimagines the hummingbird symbol, introduces Universal Sans typography, and uses sky-inspired gradients and motion principles to reflect the brand’s forward-looking vision.

  PentagramVerticalbranding
• Briton Smith details the creation of Family Type's first variable typeface, Universal Sans