Joby Aviation, a developer of electric air taxis, has unveiled a major update to its brand image. The brand is preparing to transition from a technology project to a mass-market passenger service. The new brand identity, created by the Santa Monica-based agency TinyWins, was unveiled ahead of the air taxi’s U.S. public launch, scheduled for 2026.
The company was founded by engineer JoeBen Bevirt in 2009. Joby develops and manufactures fully electric vertical takeoff and landing (VTOL) aircraft for urban flights. Over the years, the small engineering team has grown into a major company with nearly 2,000 employees and partners, including Toyota, Delta, and Uber. Joby is currently finalizing certification of its aircraft with the U.S. Federal Aviation Administration and has already begun launching its service in Dubai.
The new brand is built around the romance of early aviation, when flying was seen as a rare and thrilling event. The updated look conveys lightness, comfort, and a sense of freedom during the journey.
The logo retains the familiar symbol of a smooth line resembling an endless aerial loop, but now features a bright blue color and a smoother outline. The word “Joby” has also changed. Instead of thin, slanted letters, a bold geometric font with rounded shapes has been introduced, giving the brand a softer and friendlier look.
The project’s creators, together with designer Briton Smith from Family Type, developed an original typeface inspired by the golden age of aviation. The tall, rounded letters evoke classic airline advertisements from the mid-20th century, yet they feel appropriate in today’s context. This font makes the travel theme feel warmer, and the upcoming service comes across as convenient and stylish.
The color palette combines several shades of blue, associated with the sky and freedom of movement, with warm orange tones that reference the company’s Californian roots. Together, they create a mood of optimism, comfort, and open possibilities for a new travel format.
Joby Aviation needs a rebranding to change how the company is perceived. The public should no longer see an engineering project but rather a service capable of transforming how we view urban transportation. The new identity conveys the company’s desire to make flying a part of everyday life.