Vertical unveils Valo eVTOL aircraft and Pentagram-designed brand identity.

British eVTOL developer Vertical Aerospace formally unveiled its fully electric vertical take-off and landing vehicle, the Valo, during an event held in Canary Wharf, London. The launch of the Valo aircraft coincided with the debut of a comprehensive brand refresh, developed in partnership with the renowned design agency Pentagram. This strategic move aims to position Vertical not just as a technology provider, but as a key player in normalizing the concept of urban air mobility (UAM) for future commercial operations.

The rebranding initiative seeks to create a visual identity that is both sophisticated and accessible, moving away from typical aerospace aesthetics toward a design language that resonates with consumer trust and everyday transport. Pentagram’s design work is intended to help the Bristol-based manufacturer integrate the Valo into the public consciousness as a viable, sustainable mode of transportation, crucial for gaining public acceptance ahead of operational deployment. Vertical is focused on achieving certification milestones necessary to bring the electric aircraft into service, targeting the nascent air taxi market, where public perception and brand trust will be critical differentiators.