Behold a logo.

Simtech Aviation create pilots. They offer expert training, flight simulators and upskilling opportunities. In an intense marketplace, Simtech needed a new look that captured their exceptional offering. Myself and The Pudding team explored the experience of learning to fly, of stepping into that cockpit, of arriving on that runway. We looked at the visual language of the experience – at lights, runway markings and at the codes of the semaphore. But ultimately we knew we needed a feel that was more sleek, more minimal, more cool. Because becoming a pilot is cool.

Pilots love this logo.

And once the look and feel was established, the copy practically wrote itself.