Luftschar:
Identity Built for Scale
Client — Luftschar
Luftschar builds camera-based autonomy modules that let one operator control multiple drones without GPS. The technology matters because GPS jamming is standard in contested environments—lose satellite signal and most quadcopters turn into expensive paperweights. Luftschar's modules use computer vision and AI guidance instead, keeping drones operational when navigation networks go dark.
They came to us with working prototypes, interest from Ukrainian military units and drone OEMs, and a logo that looked sharp in presentations but did not work great everywhere it actually needed to work: 3D-printed drone modules, business cards, small logo applications. The old mark had intricate linework that turned into illegible mush at physical scales.
They needed an identity that could scale from pitch decks to hardware—and one that captured the core concept behind their tech: one pilot coordinating many drones, like starlings moving in murmurations.
The Work
We started with the concept they wanted to lean into: murmuration. Starlings move in coordinated flocks without central control—each bird responds to its neighbors, creating emergent behavior that looks choreographed but isn't. That's exactly how Luftschar's autonomy system works: drones operating as a coordinated unit through distributed intelligence.
We presented multiple directions that explored different ways to visualize that idea. The chosen concept nailed the balance: recognizable, scalable, and conceptually correct.
Primary Logo
Simplified bird icon paired with a clean wordmark. The bird reads clearly at any scale, from favicon to fuselage. No intricate linework, no fragile details that break down in production.
Murmuration Gradient System
Custom gradient patterns representing flocks of starlings in motion. When you see thousands of birds in murmuration, they blur into flowing shapes—the gradients capture that. Gives them ownable visual language for backgrounds, textures, and motion graphics without needing literal bird illustrations everywhere.
Large-Format Lockup
Redesigned logo specifically for drone module printing. The old mark had thin lines that disappeared or bled together in 3D printing. The new version has simplifies geometry so it prints cleanly on curved surfaces, small components, and low-resolution production methods.
Standardized Typography & Color
Locked-in font system and color palette with exact specifications for digital, print, and physical production. Removes guesswork for their team and manufacturing partners—everyone working from the same specs means consistent output across every touchpoint.
Brand Guidelines
Full documentation covering logo usage, spacing rules, color applications, typography hierarchy, and gradient usage.
The Result
Luftschar now has an identity that works where their technology actually operates. The logo 3D prints cleanly on drone modules. It scales down to business card sizes without losing legibility. It looks credible in government presentations and technical documentation.
More importantly, the murmuration concept gives them a visual system that explains their value proposition before anyone reads a spec sheet. One operator, many drones, coordinated behavior—it's right there in the gradients and the bird icon.
Pitch Deck – comming soon...
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