This guide documents LanzaJet's brand positioning and visual identity. Here you’ll find helpful tools and guidance for writing & designing new brand materials.
For more information, please contact:
Meg Whitty
meg.whitty@lanzajet.com
Contents
Brand Positioning
Mission, Vision, & Values
Reasons to Believe
Brand Persona
Brand Attributes
Brand Voice
Visual Design
Logo
Monogram
Tagline
Color
Photography
01 brand Positioning
Someday is now.
MISSION
We accelerate global energy transition by using our leading process technology to make safe, sustainable fuels from waste a reality today.
VISION
To preserve the world and the opportunity for future generations to fully experience it and thrive.
CORE VALUES
• Safety
• Acceleration
• Sustainability
• Growth
• Humanity
• Respect
• Integrity
• Innovation
• Diversity
• Collaboration
REASONS TO BELIEVE
First & funded
Our persistence in finding the best projects and partners
Topics housed:
+ First alcohol-to-jet (ATJ)-approved pathway
+ First commercial flights flew with our fuel (Boeing/ANA and Virgin Atlantic)
+ First ATJ plant of its kind, fully funded and located in Soperton, GA
+ Fuel offtake agreements in place for the next 10 years
+ Over a dozen projects with other partners in the works across the world including (EU, UK, India, New Zealand)
Owned & operated by industry experts
Our unique ability to control and scale SAF manufacturing
Topics housed:
+ LanzaJet owned and operated plants, spearheaded by tenured fuel industry professionals
+ Leveraging and transitioning abundant, globally available existing ethanol supply while building new waste-based supply
+ Flexibility to create SAF or Renewable Diesel from ANY source of ethanol
+ Exceeding quality specifications
One for all, today
Our distinct focus on catalyzing ATJ fuel to impact entire industries
Topics housed:
+ Bringing together leaders in aviation, oil, agriculture and policy through scalable SAF production to decarbonizing the aviation industry
+ Drive, ambition, and urgency to make progress today, not tomorrow
BRAND PERSONA
Hero + Caregiver + Sage
LanzaJet is The Mission-driven Do-er
Blending big-picture strategy, technical expertise, and a drive to do what’s right, the Mission-driven Do-er tackles systemic societal challenges with wisdom, determination, and compassion.
While working to transform their lives and the lives of others, they do not think of themselves as a hero—to do so would be presumptuous. They simply set out to do their jobs with precision. They ascribe to the adage that "a rising tide lifts all boats," which is why—innovative and harmonious solutions in tow—they take responsibility for finding compromise between various approaches and processes.
Pragmatic, empathetic, and principled, they’re able to encourage those around them to embrace calculated risk because their vision of a better world is rooted in tangibility, win-win outcomes, and reconciling our desires for consistency with change.
Makes others feel
Secure, valued, optimistic
Goals
Demonstrate mastery, in a way that improves the world; to help others
Dislikes
Half-measures, selfishness, arrogance
Values
Sustainability, transformation, safety
Our brand persona...
Speaks to and impacts our priority audiences today and in the near future (investors, partners, potential hires).
Reflects the people behind our brand.
Has the determination and ambition of a strategic, mission-driven, action-oriented company.
BRAND Attributes
The Mission-driven Do-er
IS...
Disciplined
Grounded
Dynamic
Passionate
Adaptable
Daring
Optimistic
Resilient
IS NOT...
Beyond learning
Casual
Without attention to detail
Chaotic
Without a point of view
Cautionless
Pollyanna
Tired
BRAND VOICE
LanzaJet's voice should be authoritative, down-to-earth, sincere, and smart.
Authoritative
Down-to-earth
Sincere
Smart
Our voice is authoritative
How this is expressed
We have been chipping away at a solve for years, and our hard work has paid off. While our savvy may seem intuitive to us, it’s born from a deep bench of expertise and experience. We are certain the path in front of us has been laid on solid ground— we aren’t afraid to share where we’ve been and were we’re going with certainty.
Writing guidance
+ We speak with clarity and concision
+ We take opportunities to educate our audiences
+ We share our point-of-view openly and often—on the industry, on our process and methodology, on our capabilities, etc.
Authoritative
Down-to-earth
Sincere
Smart
Our voice is down-to-earth
How this is expressed
The tenor of this work is serious—we understand the gravity of what we do and we never want to dismiss that fact. But technicality aside, the impact of our efforts will enrich each of our lives in very personal ways. While we show up professionally, we emit a warmth and an approachability that may feel surprising given the subject matter at hand.
Writing guidance
+ We use active voice, not passive voice, whenever possible
+ When describing any scientific process or aspirational outcomes, we teach with empathy and candor
+ We share aids to understand the work we do and how we do it, employing metaphor and simile when appropriate
Authoritative
Down-to-earth
Sincere
Smart
Our voice is smart
How this is expressed
LanzaJet can turn waste into fuel, today. Not in ten years, five years, or tomorrow. While we’re keen on continuing to strengthen our ATJ processes and general approach, we don’t make commitments we can’t keep. We mean what we say and say what we mean because a second spent continuing to exclusively hypothesize or not take purposeful action is a second wasted.
Writing guidance
+ We reject empty promises and refuse to share unsubstantiated progress
+ We don’t speak poorly of our neighboring industries, but rather, we prioritize highlighting how our work is mutually beneficial
+ When possible, we lead with anecdotes about our works’ impact on travel, commerce, and the health of the planet
Authoritative
Down-to-earth
Sincere
Smart
Our voice is sincere
How this is expressed
From our methods and processes through to how we’re building bridges between industries and policymakers, we like to be at least five steps ahead. Focused. Intentional. Expertly informed. Never looking for just a quick fix, but the right fix. We are spear-sharp in how we communicate our goals, our progress, and our impact.
Writing Guidance
+ We don’t pose questions, we lead with answers
+ We’re as meticulous in our writing as we are in our technical work—providing actual statistics and evidence whenever possible
+ When possible, we include voices from all disciplines involved in this effort
02 Visual Expression
Our visual expression is more than a logo. It is a comprehensive visual language that must be leveraged anytime branded communication materials are created. The consistent application of our identity is critical in supporting the strength, clarity, and continuity of our message—all essential pillars of a recognizable, memorable brand.
LOGO
The logo is usually the first thing someone sees when interacting with our brand. It is strong and memorable, and it carries the design system.
Our primary Lanzajet logo is the full wordmark. It encompasses technology and precision; it's big and impactful while retaining balance and symmetry.
Never attempt to recreate our logo manually, or use it in unapproved ways. The consistent application of our logo unifies the variety of communication materials we create.
Download approved assets for use via the link below.
White Space
The logo includes two 45° angles that give it a future-forward look.
When using the logo in a busy layout, use the width and height of the L as a guide to leave enough white space for the logo.
Monogram
Our secondary mark is the L. This mark is used when the full wordmark is too big, for example, a LinkedIn avatar or a lapel pin. We like to use the full wordmark when applicable, so the L should be limited to tight spaces.
As bracket
One of the ways we use the L monogram is to highlight an image. When designing this treatment, make sure the top portion of the L is at least 10% of the height of the image used. The L should be an accent, and not be too distracting.
The L should also be used in a color that contrasts the image.
As window
We also use the L as a window for an image to frame presentation covers, booklets titles, etc. Choose a background color from our brand palette that contrasts the photograph, and refrain from using faces or overly detailed images. Supporting copy such as title and date is always on the upper part of the "window," while our logo can appear in the lower left.
TAGLINE
Our tagline conveys the importance and urgency of our work, inspiring us to solve tomorrow's problems today.
You can download an EPS version of the typeset tagline for graphical applications below.
Color
You can download RGB and PMS files of our full palette below.
Our colors are an integral part of our visual identity. They warm up the brand and convey our humanity. Inspired by nature, our colors add vibrancy and life to any layout.
Neutral Colors
These neutral tones contrast with and add balance to our more active colors.
Black
Hex #000000
Gray
Hex #DAD5D5
PMS Cool Gray 2 U
Off-White
Hex #F6EDDC
PMS 7527 U
Active Colors
These active colors bring the system to life. We use them to draw attention, highlight statistics, emphasise quotes, and to make the system more dynamic and exciting.
Yellow
Hex #FFC328
PMS 109 U
Mustard
Hex #D98F00
PMS 7408 U
Ignition Red
Hex #D83B01
PMS 172 U
Burn Red
Hex #A92F02
PMS 2349 U
Sage
Hex #B1B790
PMS 454 U
Background Colors
These tints are mostly used for backgrounds. These colors are more muted and are better suited to hold heavy body copy without becoming overwhelming.
Off-White Tint
Hex #FFFAF0
Gray Tint
Hex #F3F6F3
Color in Use
Examples of color in use. The L can be used as a monogram and works especially well when Yellow is paired with Mustard, and when Ignition Red is paired with Burn Red.
Please keep color contrast and accessiblity in mind when typesetting with our brand colors.
Typography
Our typography conveys both our technological prowess and our humanity and passion.
Make Way
You can download Make Way below.
How we use it
Make Way is our dominant typeface. We use it for headlines and body copy.
System font alt for Make Way
Georgia
Monument Extended
You can download Monument Extended below.
How we use it
We use Monument Extended for eyebrows, callouts, and statistics. It works especially well for presenting numbers at large scale.
System font alt for Monument
Arial in all caps
Photography
Our photography tells the story of who we are and who we serve. We use different image styles and subject matter to tell this story in a rich and engaging way.
Above the Clouds
Our SAF enables the aviation industry to traverse the wide open skies—and allows both commerce and nature to thrive together. We depict this through breathtaking aerial vistas, rural agriculture, sprawling cities and open cloudscapes. These images should be from a vantage point in the sky. They should be vast, dramatic, and expansive.
Transportation / People
We are a catalyst for the safe and sustainable travel that so many aviation consumers want. We convey this through dramatic images of the travel, transportation, and journeys. Use dramatic lighting and tight crops to engage the viewer in these images.
On the Ground
The amazing things we do on the ground get us into the air. Each step in our process—from feedstock to refinery—is critical to telling our story of sustainability. This includes the poeple and communties that support us and the team we've built to make it happen.
