Our brief from Greenstone was to create a simple yet iconic brandmark and design brand support collateral - web, presentations and roadshow.
GreenStone Aviation is a global aircraft leasing company, founded in 2009 by John Slattery, and headquartered in Dublin. GreenStone specialise in providing capital to the leading airlines around the world for their new aircraft deliveries in the form of sale & leaseback transactions. Focusing exclusively on the most liquid in-production new generation aircraft, GreenStone’s fleet have a weighting towards equipment in the Boeing and Airbus families.
The brand name ‘GreenStone’ was created as an associative link to ‘emerald’ and ‘Ireland’ while also implying the green/environmental attributes of the newest aircraft the company was purchasing from Boeing and Airbus.
Our brief from Greenstone was to design a simple, yet iconic brandmark. It was important that the brand’s language was one of confidence and astuteness as GreenStone spoke as much with the financial markets as it did with the airline industry.
Using the concept of the jet engine we centred a green stone on the centre column of the turbine, supporting the blades. As a second level meaning, the visual also implied solar rays in the negative space, a nod to the environmental attributes of the GreenStone fleet.
For the logotype we used a classic font, from the Goudy family, to ensure the brands financial credentials and set the right tone in the market. Grey and green combined to complete the iconic brand mark.