Brand Guidelines

These are the brand guidelines for Momentus, an in-space transportation and resources company.

They are our beacon. They guide how we tell our story, who we hire, and the work we do.

It’s important that the principles established in this document are shared with all employees and new hires and that we revisit them regularly.

Brand Foundation

Vision

What does the world look like once Momentus has been successful?

A future where humanity is equipped with all it needs to move freely throughout the solar system.

Mission

How do we accomplish our vision? Our mission explains why our organization exists, whom it serves and how it serves them.

To provide the most efficient in-space transportation powered by deep space resource utilization services and propulsion technologies.

Core Values

Our fundamental beliefs. They guide us in all of our decision-making and help us determine if we are on the right path.

Agility

In a competitive industry that is developing quickly, we, as an organization value quick-thinking and rapid prototyping. The technology we are focused on today may not be the most important one tomorrow. As the leaders of in-space transportation, we must stay focused on our ultimate goal, but stay open to new ideas and alternate ways of achieving that goal.

Daring Innovation

We do not take the word ‘innovation’ lightly. It is often used broadly to communicate general forward-thinking, however, for us, it means that we are committed pushing the limits of our industry and our solar system. While our competitors take the more conservative, proven approaches, we are experimenting with never-been-done-before technology. We are creating an entirely new market in the space economy.

Efficiency

This applies to everything - from the way we work to what we produce. This means fuel-ef cient, time-ef cient and cost-ef cient. We believe that making the solar system more accessible starts with reducing dollars, waste, weight, volatility and days.

Optimism

We are building a company that will empower humanity to thrive in deep space. There is no roadmap, there is only our intelligence, drive and the enduring belief that we will do this.

Brand Voice

This is the way we speak and write. It is our consistent tone of voice in all outward communication.

Human

It’s easy to get bogged down with jargon and terminology. Other asteroid mining companies are. Particularly given that our initial investors will not be necessarily technically-minded, we must focus on using simple, human language that consistently emphasizes our unique approach and ultimate goal. The language we use should explain to our audience exactly how our work will impact their life. Digital Globe does this excellently.

Explicit

In all of our communications we are both con dent and explicit about what we are aiming to achieve. The space sector traditionally has diluted brands that communicate poorly. Other in-space propulsion companies and asteroid mining companies speak broadly about what they hope to achieve. No one is committing to a narrow pathway, a segment of the marketplace on which they will solely focus. This is an opportunity for us to speak boldly about exactly how we are enabling prosperity in deep space.

Competitive

Given that both micro/cubesat development and asteroid mining are competitive spaces with a lot of preconceived ideas, it is crucial that we reposition our competition as unable to provide what we provide. Directly pointing out where they are falling short. Even going so far as to point out the problems with their visions and missions (lack of specificity, cohesion between short and long term vision, ignoring certain industry challenges) - especially in our pitch decks.

Visual Identity

Logo – Temporary

Initially, for trademark purposes, our logo will include the word "space". Once we are granted trademark rights to use the word Momentus on its own, we will abandon this usage and switch to using only the primary logo variation above, decoupled from the word "space".
Download all logos Browse logo directory

Stacked

Longform

Wordmark

Minimum size

At certain sizes all logos become illegible. Avoid shrinking our logo beyond this scale to achieve the best results.

Digital

Print

If space is limited (e.g., in the case of social media), consider using our symbol on its own.

Clear Space

Just like everybody else, our logo needs room to breathe. Squeezing our logo up against other elements compromises its integrity and can create visual clutter. At all costs, adhere to these spatial guidelines.

Mark

Wordmark

Stacked

Longform

Do’s & Don’ts

Consistency is one of the most important guidelines we can adhere to. Under no circumstances should our logo be altered beyond what’s outlined below.

Yes

  • Use the full color logo on light backgrounds
  • Use a white logo on dark backgrounds
  • Use Plasmagenta as the background color if possible
  • Maintain legibility & clear space

No

  • Don’t modify or recreate the mark
  • Don’t add new colors or effects
  • Don’t rotate, skew, or warp
  • Don’t alter hierarchy or sizing
  • Don’t change the typography
  • Don’t place the logo on busy backgrounds
  • Don’t adjust the opacity

Colors

The color of our logo puts specific feelings into the minds of viewers – in our case they evoke visions of plasma plumes and grey space rock.

Plasmagenta

Hex:#ED1865
RGB:237-24-101
CMYK:0-99-41-0
Pantone:191 C

Delta-violet

Hex:#452F90
RGB:69-47-144
CMYK:91-100-0-0
Pantone:2104 C

Asteroid

Hex:#1E1E1E
RGB:30-30-30
CMYK:72-66-66-75
Pantone:419 C

Our primary color is Plasmagenta. It is used for accents, backgrounds, large fields of color, and bold statements.

Our secondary color, Delta-violet is used for type headings, patterns, and in design support of Plasmagenta at a ratio of about 4:1.

Our neutral color, Asteroid, should be used for text and other dark areas in lieu of black.

Typography

Our primary typeface is Rift, a caps-only, clean, bold sans-serif built with thick, sturdy lines.
Download Rift Download Source Sans Pro

Rift Bold Italic

ABC123
abcdefghijklmnopqrstuvwxyz
0123456789+-/&$%#?!

Rift is our display font. Use it for titles, headings and large exclamations. Whenever possible, use the Bold Italic version to infuse our brand with a sense of strength and movement

Source Sans Pro

ABC123
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789+-/&$%#?!

Source Sans is our body font. It's our workhorse – simple and reliable. Use it for paragraphs or big chunks of text.

Context

Signage

Print

Digital

Future