When Boeing decided to reposition their commercial aviation services, we were challenged to create a service mark that was differentiating and unique and at the same time consistent with the Boeing One brand system.

A new concept in service

The new service’s mark unites Boeing’s complete offering—Material Services, Fleet Services, Flight Services and Information Services—under one name, reinforcing Boeing’s commitment to customer success.

The name, Boeing Edge, communicates the unique competitive advantages gained by working directly with an original equipment manufacturer. By combining their strengths, from the passion of their people to the unparalleled integration of their services, Boeing Edge differentiates the company and brings customers what no other single service company can deliver.

Defining the system

We crafted a brand system that visually represents the hard work Boeing’s services teams do every day to make their customers’ fleets, operations and businesses successful, flight after flight.

We designed a word mark that supports the integrity of the Boeing logo and leveraged the corporate palette to create a range of four primary colors unique to Boeing Edge. Black-and-white photography, including dramatic portraits of employees, was used to emphasize key messaging.

Our deliverables included website design templates, sales collateral, an iPad app, video, posters, T-shirts and other launch materials that supported the global introduction of Boeing Edge at the 2012 Singapore Air Show.

Designing AERO magazine

For more than eight years, we have worked with Boeing to create the popular AERO magazine, as online and print versions, to distribute to Boeing Edge customers and prospects. It features clear, informative writing and dramatic original photography that showcases the beauty and elegance of the airplanes. AERO is a technical magazine with style, keeping customers and other audiences up to date in a way that is as engaging as it is informative.

More Boeing Work

Boeing One Brand Strategy

In addition to designing the new brand and communications system for Boeing, we participated in introducing the new system to Boeing’s numerous internal marketing teams and their agency partners and in helping to manage the brand over time. View