AXIOM SPACE - brand identity, guideline and assets.

Brand Platform

Updated September 2021

Limited Purpose Use Only – Axiom Space, Inc. Proprietary & Confidential

Introduction

The Axiom brand ethos is in service of benefiting everyone on our planet. It attracts individuals, companies and governments to participate/collaborate in our historic undertaking in making the idea of Low Earth Orbit and its possibilities tangible, accessible and safe.

Table of contents

Brand strategy + Positioning

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Brand strategy + Positioningsitioning

What makes a strong brand

A brand is the collective set of ideas, thoughts, and feelings about who you are and what you represent. This intention influences how you’re perceived in the world. It’s the sum total of how you look (your visual identity), sound (verbal identity) and act. In other words, it’s what people think and feel when they see an Apple, BMW or NASA logo. It goes from product design to marketing to HR.

Your brand is more than external perception. Your brand is also the guiding spirit that informs not just how you show up in the world, but how you operate as a company; “Think Different” is not just a tagline. It’s a promise. And it drives everything Apple.

— A good brand is distinctive. It doesn’t look or sound like other brands out there.

— A good brand has a point of view. It stands for something.

— A good brand is uncluttered. It doesn’t have too many competing components.

— A good brand is an ongoing relationship with customers that evolves over time, while the core elements remain the same.

How we set our brand apart

Axiom Space is a space company that’s down to Earth, yet untethers the imagination. Axiom is a thriving home in space that benefits every human, everywhere.

At Axiom Space, we are making the possibilities of Low Earth Orbit accessible to visionary governments, researchers, manufacturers, and individuals. We believe microgravity is the most promising environment for innovation and problem-solving since the Internet.

Our Manifesto

The road that we will take is not a road.

The world that awaits us is beyond this world.

We don’t know what’s calling us, but know that we are called.

We carry with us our heart, our courage, our ingenuity

and essential human longing to explore.

To see how far we can go. And to bring back knowledge to share.

At Axiom Space, we believe that Earth is just the beginning of our story.

We are building an extension to our home,

the first commercial space station in our solar system.

In service of all of us now, and everyone to come.

The next giant leap for humanity starts here.

And now.

Our Vision & Mission

VISION

A thriving home in space that benefits every

human, everywhere.

MISSION

Improve life on Earth and foster possibilities

beyond it by building and operating the world’s first

commercial space station.

Brand Attributes

Brand attributes are the functional and emotional associations which define our brand. They are the basic elements for establishing a brand identity.

There are three primary elements that make up the Brand Attributes. They are used to help our teams deliver experiences that are consistent across voice, tone, and visual expressions

Bold & Dynamic

Axiom embodies the courageous

spirit of all explorers, especially

astronauts. But this boldness is

not bravado. It’s an internal

conviction and vibrant energy

directed towards the future we

are defining. This vibrancy is

going to make every 10 year old

on the planet want to draw the

Axiom logo on the cover of their

school notebooks.

Expert & Effective

No other team is as qualified

to build and operate a space

station as the Axiom Space team.

We are experts in our fields,

biased toward action, and willing

to put in the hard work it takes to

realize our ambitions. That makes

us effective at hitting milestones,

navigating challenges, staying

true to our mission.

Inspiring & Human

While we are firmly rooted

in aerospace, science, and

technology, we are approachable

and human. There’s a timeless

elegance and beauty to our

endeavor that connects us to

both the past and the future,

while inspiring wonder and

lighting up imaginations.

Visual Identity

The Axiom Identity System is inviting and inclusive and attracts individuals, companies and governments to participate / collaborate in our historic undertaking. It makes the idea of Low Earth Orbit and its possibilities tangible, accessible and safe. It speaks in language that’s credible and scientific, yet fresh and never dry.

Always use assets downloaded from the following library.

Logo

The Axiom Space logo is crafted with consistent qualities, from a decisive linear character, to expressive details launching skyward. The unique, dimensional "X" mimics the formal qualities of the spacecraft, and alludes to the light and shadow of new horizons. The way that letterforms animate communicates the engineering precision in everything touched by Axiom.

LOGO LOCKUP

The hierarchy between the two words has been carefully considered and should not be altered.

We will use this form of the logo as we build and establish our brand awareness.

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Logo usage

Our logo mark is the shorthand for the ambition, the expertise, and the trustworthiness of this company. We must treat it with respect and intention.

CLEAR SPACE

Protect the mark with a minimum clear space on all sides. Use the "O" to determine minimum space.

SCALE

As a brand with touchpoints ranging from letterhead to spacecraft, there is a wide range of proportion in applications of the logo.

For each touchpoint, consider the appropriate level of brand-forward impact, as well as legibility, when making decisions around scale.

Color Palette

"It dawned on me with blinding brightness. I realized: I had jumped into another rare kind of stratosphere — one that only a handful of people in every generation are lucky enough to know." — Jesse Owens, American Gold Medalist

Our color is derived from our relationship to a phenomenon most only dream of. A sunrise on Earth breaking from atmosphere to infinite sky.

COLOR IN USE

There are clear principles for how we use our palette.

Deep Space Black and Mesosphere Blue are the dominant colors in

the palette, while Stratosphere Blue and Troposphere Orange are

used more sparingly for moments of slight differentiation,

or emphasis, respectively.

For example, when glancing at the website, or a multi-page

booklet, one would expect to mostly see bold use of the

dominant colors (in addition to white) and a sprinkling of one

of the others, for footnotes or highlights, etc.

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Typography

Our Typography brings warmth and humanity to our brand. We use Helvetica Neue and a rigorous Swiss grid system to make all of our comunications clear and accessible.

TYPE IN USE

For headlines, the tone is approachable and friendly. The thin weight of Helvetice Neue at a large size conveys an open, legible character.

Use high contrast in type scale to complement the friendly tone with a tight, swiss-inspired grid.

OUR PRIMARY FONT IS HELVETICA NEUE

Helvetica is a "neo-grotesque" typeface, influenced by the German and Swiss schools of utilitarian design. The original cut was released in 1957 by the Haas Type Foundry of Switzerland. Its use became a hallmark of the International Typographic Style emerging from the work of Swiss designers in the 1950s and '60s. To learn more about this historic piece of design, watch online.

We use the Light weight for headlines, Medium weight for body copy, and selective use of Bold for emphasis.

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We use Helvetica Neue Light for headlines.

Medium for body copy.

And selective use of Bold

for emphasis.

TITLING GOTHIC BOLD NARROW FOR SUBHEADS.

SUBHEAD : TITLING GOTHIC

Sparing use of Titling Gothic for short subheads gives the system texture and distinction.

This typeface complements the lightness of Helvetica Neue as a dense, straightforward subhead for use at small sizes.

We use the Bold Narrow style in All Caps only.

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Powerpoint Template

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Photography Direction

Photography has the power to immerse, provoke, or teach in a concise way. When wielded with intention, it can inspire a newly realized vision of outer space.

When we have a consistent point of view on image selection and application, a sense of identity and cohesion is established.

CHOOSING IMAGES

— Humanity: Axiom's photography direction is differentiated by a conscious relationship to humanity. This can be expressed not only through literal depictions of people, but through consideration of the human point-of-view, for the earthbound and space traveler alike.

—Horizon: The horizon is a uniquely ownable perspective in our field—from the surface of our Earth, to the view beyond the stratosphere. Furthermore, this view positions Axiom on the precipice of innovation.

— Color: Consider seeking or adjusting for color palette when choosing imagery; images that reflect our distinct palette add to a cohesive overall expression.