Baseleg
The operating system for aviation organisations.
PositioningSymbol & wordmarkColour systemUI & voice principles
The operating system for aviation organisations.
Baseleg is an operational platform for small aviation organisations — flight schools and aero clubs running people, aircraft, and daily scheduling on spreadsheets, paper logbooks, and a whiteboard for aircraft availability. Instructor double-bookings happen because scheduling lives in more than one place, and compliance tracking stays manual until something slips.
We built the identity alongside the product itself: the symbol and wordmark, a six-colour system, and the type and UI principles the team is building v1's operational spine against — people, aircraft, and scheduling first, with training, compliance, billing, and reporting scaffolded in behind it.
The brief for the symbol ruled out aircraft clipart, propellers, wings, and runway icons. What's left is a larger chevron bent back on itself, with a smaller triangular counterpart below — reading as navigation and coordination in the abstract.
Full colour on either ground, plus a mono cut for anywhere colour isn't available. The symbol never recolours outside this set.
Wordmark — dark ground
Wordmark — light ground
Symbol — dark ground
Symbol — light ground, favicon and upArchivo, set with a strict role per weight — no second face in the system.
Every design and voice decision answers to one audience: an operator running 50+ aircraft and thousands of bookings.
Website header, dashboard sidebar, mobile icon, and email signature — one system, no exceptions.
