A private-aviation brand, built from zero.

Client: SKYLARK · on-demand charter, Tel Aviv
Scope: Naming, strategy, identity, applications, digital
Fleet: Light, midsize and super-midsize jets

A midsize SKYLARK jet on a wet apron at dawn, white fuselage, midnight tail with the SKYLARK symbol

The name

Three names reached the shortlist. Each was tested on the phone, on a tail fin and as an app icon.

SKYLARK
The lark climbs almost straight up and sings as it rises. Two syllables, said the same way in English and in Hebrew, and “sky” explains the business before a line is read.
Chosen
MERIDIAN
Navigational and calm. Set aside: already used by many companies in aviation, finance and hotels, so it could never be owned.
Set aside
HALCYON
Means calm, clear days. Set aside: hard to spell after hearing it once, and awkward to say in Hebrew.
Set aside

Why SKYLARK

It is short. It is easy to say to a dispatcher on a bad line. It works 60 cm high on a tail and 16 px wide on a phone. It points to flight without the words jet, air or aviation, which every competitor already uses.

TrademarkSearch in classes 39 (air transport, charter) and 43
Domainsskylark.aero · flyskylark.com
Hebrewסקיילארק · no unwanted meaning
RadioCall sign to be confirmed with the aviation authority

Checks shown are illustrative. A real engagement ends with a clearance search by trademark counsel.

Strategy

On-demand charter on light and midsize jets, from Tel Aviv to Europe and the Gulf. One price before booking, and one person responsible for each trip.

Who flies

Executives: Day trips to Cyprus, Athens and Istanbul. The time saved is the product.
Families: Summer islands, the Riviera, ski weeks in the Alps. Children, luggage, sometimes a dog.
Private clients: Discretion, the same crew, the same car at the stairs.

Values

Clear: The price and the time come first, before anything else.
Exact: Wheels up at 07:40 means 07:40.
Quiet: No noise in the cabin, in the app or in the brand.

Voice

Say
“Wheels up 07:40 from Ben Gurion, private terminal.”
Not
“Experience the ultimate in luxury travel.”
Say
“Your price is €41,230, all fees included.”
Not
“Unbeatable prices!”
Say
“Captain Avidan will meet you at the car.”
Not
“Our world-class crew will pamper you.”

Identity

The symbol is a disc cut by one curved line: the horizon seen from cruising altitude, and the climb of the lark. The line tapers, thin where it starts and wide where it leaves the disc. The wordmark is drawn in one stroke weight, extended and openly spaced, so it reads on a fuselage from across the apron.

Lockup · white on Midnight

Lockup · Midnight on white

Symbol · tail fin, app icon, pin

Wordmark · fuselage, stationery

Construction

Symbol: a disc of radius 46 cut by two arcs, R 130 and R 118. Their centres sit off the disc, so the gap opens from 1 to 9 units.

Wordmark: cap height 100, one stroke of 11, terminals cut flat to the cap line and baseline, 30 units between letters. The S and the R share the same round bowl.

Clear spaceHalf the symbol’s diameter on every side.
Minimum sizeSymbol 16 px · lockup 96 px wide · print 20 mm.
On photographsWhite only, on the quiet part of the image.

Colour

Midnight#0B1A2ERGB 11 26 46CMYK 100 80 40 60The signature. Tails, uniforms, the app.

White#FFFFFFRGB 255 255 255CMYK 0 0 0 0The fuselage. Most of every page.

Graphite#1D232B

Steel#5E6773

Cloud#C9CED5

Mist#EEF0F2

Proportion in use: white 60, Midnight 25, greys 15. No warm tones anywhere: no cream, sand or gold.

Typography

Archivo ExpandedHeadlines, numbers, flight codes. Wide like the wordmark.

TLV → NCE · 3h 51m

InterText, the app, documents. Clear at 12 px.

Wheels up 09:00 · Private terminal

אב

HeeboHebrew for everything, matched in weight to Inter.

המראה 09:00 · טרמינל פרטי

Icons

Departure
Seat
Time
Luggage
Car
Route
Date
Document

24 px grid, 1.5 px stroke, round joins, no fills. Drawn to sit next to the wordmark’s stroke.

Motion

Climb, then settleEase out, 600 to 900 ms, no bounce. The lower half of the disc rises into place; the horizon opens last.
One axis at a timeThings move up or across, never both. The wordmark is drawn stroke by stroke, left to right.
Nothing loopsOnly live status indicators pulse. Everything else moves once and stays still.