When Gentex Corporation approached Gate to develop branding for their next-generation fixed-wing helmet, we knew this was an opportunity to create something special.
The challenge wasn’t just to name a product—it was to develop a brand mark that would resonate with naval aviators while embodying the innovative spirit of this advanced helmet system.
The Power of Strategic Naming
The name “Pursuit” wasn’t chosen by accident.
In naval aviation, “pursuit” refers to specific flight formations and tactical approaches—”lag pursuit,” “lead pursuit,” and “pure pursuit.” These precisely calculated maneuvers require pilots to anticipate their target’s position rather than simply chase it. This concept of anticipation rather than reaction became central to the new brand’s positioning.
“We wanted the name to embody more than just following or chasing,” said Tim Prough, Creative Director at Gate. “For naval aviators, pursuit is about anticipating where your target will be and getting there first. It’s like a chess move—you’re not chasing, you’re anticipating success.”
Reflecting Innovation Through Design
The Pursuit helmet represents a significant leap forward in aviation headwear technology, offering a modular system that can be configured for multiple missions and aircraft types. This adaptability needed to be reflected in the brand mark’s design, which challenged our team to create something that communicated both strength and flexibility.
“Just as the helmet itself is built for modular builds and multiple purposes, we needed the brand mark to feel both robust and dynamic,” Tim said. “The interplay between strong, technical letterforms and fluid pursuit lines mirrors the helmet’s ability to adapt while maintaining structural integrity.”
Crafting the Mark
With the strategic foundation in place, our design team began developing the visual identity. This process required meticulous attention to detail and a deep understanding of both the product and its users.
“Every angle in this logo is intentional,” Tim said. “These aren’t just letters from a font library—each character was carefully crafted to reflect elements of aerial pursuit patterns while maintaining perfect balance and forward momentum.”
The development process involved dozens of iterations, with the team exploring various ways to incorporate visual elements from aviation while maintaining readability and impact.
The result is a completely custom wordmark where every element serves a purpose:
- The “S” at the center of the mark echoes the curved patterns of pursuit maneuvers
- The forward-leaning characters convey motion and innovation
- The spacing and angles are precisely calculated to create visual harmony
- Subtle arc lines inspired by flight trajectory diagrams add depth and context
The Journey to the Final Mark
What began as two distinct design directions eventually merged into something greater than either concept alone. The first direction emphasized the curved patterns of pursuit maneuvers, while the second focused on bold, forward-leaning letterforms suggesting speed and advancement. Rather than choosing between these approaches, the team found ways to incorporate the strongest elements of each.
“The final design became a child of the two initial concepts,” Tim said. “We went through probably 60 iterations, each round having little nuances and refinements. Some versions felt too aggressive, others too technical. Finding that perfect balance took time, but we knew we couldn’t move forward until every element served a purpose while maintaining visual harmony.”
From Paper to Product
Once the core brand mark was established, the team began developing applications across various mediums—from trade show displays to promotional materials. A key decision was the introduction of Gentex’s signature orange color as an accent rather than a primary element.
“When they saw the logo in orange, they weren’t sure,” Tim said. “But by using it selectively with the pursuit lines while keeping everything else in silvery gray, we found the perfect balance. It became a subtle nod to the parent brand while maintaining the sophisticated, technical feel the product demanded.”
The Result
The final Pursuit brand mark achieves something remarkable—it feels both technical and dynamic, sophisticated yet accessible. It works seamlessly across applications while maintaining its impact and legibility. Most importantly, it resonates with its target audience by incorporating meaningful elements from aviation in a way that feels authentic rather than forced.
“This wasn’t about just picking a cool font or making something look fast,” Tim stressed. “Every element was purposefully crafted to reflect the precision and innovation this helmet represents. The result is something completely custom to Gentex—a brand mark that’s as unique as the product it represents.”
Lessons in Brand Development
The development of the Pursuit brand offers valuable insights for any organization undertaking a branding initiative:
- Start with Strategy: Understanding the deeper meaning behind “pursuit” in aviation informed every aspect of the design process.
- Embrace Iteration: The final mark evolved through numerous refinements, with each version getting closer to the perfect solution.
- Consider Context: The brand needed to work across multiple applications while maintaining its impact and meaning.
- Stay Authentic: Every design decision was made with the end user in mind, ensuring the brand would resonate with its target audience.
- Maintain Balance: The introduction of color and supporting elements was carefully considered to enhance rather than overwhelm the core mark.
The Pursuit brand mark is a testament to the power of thoughtful design and strategic thinking. It proves that when creativity is guided by purpose and craft is driven by understanding, the result can be truly remarkable.
Ready to Make Your Mark?
Ready to develop a brand mark that captures your organization’s unique value? Reach out to us! We’d love to help you anticipate success.
We are Gate. Let’s do this together.