Launch America visual identity
In early 2020, Oxcart Assembly was tasked with creating a on-air graphics package and brand guide for Launch America – the moniker NASA was to use for all commercial crewed space missions. The logo and broadcast brand elements are based on Estricta (2017) by Graviton Font Foundry.
From an interview for Logogeek by Ian Paget with designer Chris Lodgson:
So, the construct of that mark and why it worked out so beautifully is from here on out, if for those who have seen the new mark, the solar arrays, which are the 16 bars, eight on each side of the logo of the Launch America type that sits in the middle, those are essentially kind of bookends to where the type can always can change out. But the logo can always, for the most part stay consistent, because you’re just changing the type in the middle while the solar arrays or solar panels always bookend the type. So, it now becomes a very, very flexible mark that they can use hopefully, for as long as the program lasts, without having to change the logo every single time there’s a new launch.
