Branding the future of drones
Kind has developed the visual identity and overall branding for GRIFF Aviation – the world leader in ultra-high-end, pro-spec Unmanned Aerial Systems (UAS), or drones.
GRIFF Aviation’s technologies are built to handle the most demanding missions, from Law Enforcement and Military applications to Search and Rescue operations. The company’s initial range of products, the 125, 300, and 800 models, set a new industry standard in lifting capability: each numeric demarcation refers to the gross weight, in kilograms, that each UAS can carry. The company wanted to be positioned for a high-end, global market and to be distinguished as the market leader.
With GRIFFs unique performance, qualities, and benefits it needed a name of a legend.
A name that could communicate all the important drone features like innovation, strength, power, and protection.
Our thoughts fell upon the griffin, a legendary creature of ancient myth said to possess the attributes and strengths of both a lion and an eagle. This symbolic creature that embodies the distinct qualities of the UAS inspired the name GRIFF.
The notions of griffins are more than five thousand years old, and the creature has in several cultures been used as a symbol of vigilance.
Because the lion was traditionally considered the king of beasts and the eagle the king of birds, the griffin was thought to be an especially powerful and majestic creature. In addition to the combined symbolism of the eagle and lion, the griffin symbolizes the sun, sky, and golden dawn.
Griff is a strong, short, and memorable name, which also lends a lot to brand creation and symbolic usage. A name that fits UAS system made to the highest possible standards, with performance that sets completely new standards.
Given the unique performance, qualities, and benefits Griff systems possess, the name GRIFF Aviation fast became legendary in the marketplace.
- Agency/Creative: KIND
- Article Title: Griff Writing for Brand Naming by Kind
- Organisation/Entity: Agency
- Project Type: Writing
- Project Status: Published
- Agency/Creative Country: Norway
- Agency/Creative City: Bergen
- Market Region: Global
- Project Deliverables: Writing
- Industry: Aerospace
- Keywords: WBDS Awards, Agency
Creative Director: Tom Emil Olsen
Design Director & Senior Designer: Knut Harald Longva
Project Manager: Beate Myren Romslo
Designe: Johannes Blomgren