Kind has developed the visual identity and overall branding for GRIFF Aviation - the world leader in ultra-high-end, pro-spec Unmanned Aerial Systems (UAS), or drones. GRIFF Aviation’s technologies are built to handle the most demanding missions, from Law Enforcement and Military applications to Search And Rescue operations. The company’s initial range of products, the 125, 300, and 800 models, set a new industry standard in lifting capability: each numeric demarcation refers to the gross weight, in kilograms, that each UAS can carry. Their technologies have also been approved by the Norwegian Civil Aviation Authority - a first for the UAS industry. They are also fully compliant with the latest European UAS build-safety regulations as stipulated by the European Aviation SafetyAgency. The product’s unique performance, qualities, and benefits needed to be reflected in a strong, memorable name along with a visual profile with clear concept and storytelling. Our thoughts fell upon the griffin, a legendary creature of ancient myth said to possess the attributes and strengths of both a lion and an eagle. This symbolic creature that embodies the distinct qualities of the UAS inspired the name GRIFF and the visual profile. The griffin, in several cultures used as a symbol of vigilance, inspired the design of the Logo symbol. We created a stylized visual representation of it, based on a strict diagonal grid system. The logotype is bold and firm with the same diagonal cuts. The bold identity reflects the high-end positioning of GRIFF Aviation’s UAS, conveying the unparalleled lifting strength of the aircraft together with their advanced technological aspects, such as state-of-the-art monitoring capabilities. Focus on the ultra-high-end expression represents a positioning strategy for this unique UAS system that is made to the highest possible standards, with performance that sets completely new standards. Griff has in a short time been introduced to markets all over the world and got its own department in North America. They have received massive national and international coverage with articles in New Atlas, SUAS News, Drone Life, NRK, Fox News, Daily Mail and more.