Brand Guidelines

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

Naming Guidelines

Company Name

Our name is a declaration.

It marks this moment in time—the momentous occasion when humans first began to lay the groundwork for the in-space transportation industry. It is our moment, as described by the combination of the words "moment" and "us" (also subtly highlighted in our logo). It is only with the company's extraordinary momentum, (both figuratively as a force in the New Space industry and literally as generated by our rockets) that we will succeed.

Service Naming

Though we produce a number of physical products, we consider ourselves first and foremost a services company because we are focused on the destination.

All About Rides

We believe it’s short-sighted to look at what we’re providing as mere hardware because we are building more than a company—we’re laying the groundwork for the in-space transportation industry. This impacts how we’ve decided to name our offerings.

Unlike all other aerospace companies, we have a cohesive naming strategy for our products/services. It is a compounding strategy whereby thrusters are given a base name and that base name is added to the word “ride” when it is developed into a service (attached to a bus). We carefully chose the word ride because it enables us to position our busses as services (eg: I would like to book an Ardoride to GEO).

While ride names are originated around the main thruster technology, they are further defined by their cargo capacity. For instance, both Vigoride and Vigoride Extended (see below) have a capacity of 1-200kg, so they are both members of the Vigoride family. Ardorides have higher carrying capacity: 500-1000kg. Therefore, all rides with that carrying capacity with have the name Ardoride.

Language Guidelines

With this naming convention comes some language requirements. When writing or speaking about our services, it is important to use language that shows that they are not hardware or physical objects but rather actions (services). There is no language that will truly satisfy this vision until our rides our reusable. We use the double-meaning of the word “ride” (double as in, it can feel like a product AND a service) to strategically carry us through this grey area until we are truly a services company where people don’t own the hardware. So, in the meantime, we hold fast to always using language emphasizing that we’re selling rides, but we can’t always expect our customers to do so.

It comes down to what kind of impression we want to give in scenarios where we have control. We can’t force customers to adopt our language but we can (and should) always set the example in the language we use. Here are a few examples of how we should talk about our services:

— What do you do? We sell rides in space.
— What do you build? We build hardware that takes satellites on rides.
— What do you sell? Rides in space.
— How are your clients getting from LEO to their custom orbit? They’re getting a ride from us.
— I heard you’re working with ECM, what are you doing with them? They need to get out to GEO from LEO, so they’re taking an Ardoride. (destination-focused)
— Oh, so you’re selling them hardware? Technically yes, they own the hardware, but at the end of the day we’re a transportation company, so we’re always focused on the destination. We make sure clients get to where they need to go. Plus, in the future our rides will be reusable and people won’t own the hardware.

Use of 'Extended'

We add the 'Extended' modifier to the end of a ride name if it offers a significant increased value to the customer in terms of distance capabilities and if it will be sold at a markup as a result of that increased value. The word 'Extended' is used because it references distance, which is a main factor when discussing destination. As a services company, we are always focused on destination.

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

Primary 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

Plasmagenta is our main squeeze. It is used for accents, backgrounds, large fields of color, and bold statements. We use it liberally.

Delta-violet is subtler, mostly 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 100% black.

Secondary Colors

Our secondary colors are used for additional accents or to differentiate between areas or sections, as in on a website, annual report, or in an office.

Noble Gas

Hex:#C32170
RGB:195-33-112
CMYK:0-83-43-24
Pantone:214 C

Nebula

Hex:#9B287B
RGB:155-40-123
CMYK:0-74-21-39
Pantone:241 C

Plume

Hex:#732C85
RGB:115-44-133
CMYK:14-67-0-48
Pantone:259 C

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.

Tools & References

Photography Moodboard

Momentus is a human-centered brand. Our photography should show this off by always appearing authentic, natural, and unstaged. Our portraits should show people in action—either at work or in conversation, deep thought, or on the move. We don't pose because we have nothing to hide. We're not faking it, we're real.

Our photos are gritty. We see lots of texture in surfaces and grain in the final photos. We want our audience to feel like they are there with us, not looking at us from afar—like they could reach out and touch us and know what we feel like.

We use high-contrast black and white photography when showing off our office, hardware, or people. The sharp contrast helps us highlight the natural texture of our world. We only use colored imagery in renderings of our rides in space (see below).
Photography Moodboard

3D Renderings

When rendering our rides in 3D, we follow a similar direction our photography (see above) with the main difference being that our renderings, especially when we're showing a ride in space, are shown in color. We make use of very intense, high-contrast lighting to display our rides as high-quality machines, not just simply boring utilitarian hardware. We want to see the hyper-real texture in the metal (dust, scratches, fingerprints) and the sun glinting off of the sharply lit edges of our spacecraft. Our renderings should be awe-inspiring, not just practical.
3D Renderings Moodboard

Example Usage

Sure, ok, all this is great but what does it actually look like in practice? Here are a few examples of how the Momentus brand has been applied to existing assets and how it could used in the future.

Signage

Print & Apparel

Future