SOVAM Rebranding Visual Identity Project

Rebrand worthy of a 70-year legacy in airport ground equipment SOVAM is a French manufacturer of specialist ground support and maintenance equipment in the aerospace and defence sectors – from passenger stairs and catering trucks to ambulifts and aircraft tractors. They have spent the last 70 years engineering the equipment that keeps airports moving. Passenger stairs. Catering trucks. Ambulifts. Maintenance platforms. Cargo vehicles built for military precision.

A French manufacturer with global reach and serious technical authority, SOVAM came to me at an inflection point. A new chapter – focused on innovation, industrial performance and international development – demanded a visual identity system with the confidence to match.

Taking inspiration from the worlds of tech and automotive, I created a bold, visually impactful identity centred around an icon representing the lifting mechanism at the heart of their products. A mark that brings their positioning to life:

The deep V in the wordmark nods to the past while being bold enough to own the future. Consideration behind every decision. The bright colour palette moves them in a new direction, ensuring they stand out on the tarmac.