Internal. Twenty years strong. 2026
Feels like Agility
A short booklet. Move through it a page at a time. Press Begin, or use the arrow keys.
We exist to remove the ceiling on what our partners can build: the capacity, the connectivity, the agility, all designed so their only limit is ambition.
A brand is more than a logo. It's a promise.
A brand is shorthand for everything a business stands for, and everything its partners can expect. As we celebrate twenty years and step into a new strategy, we asked ourselves one simple question: do the letters "ABS" keep that promise?
Three letters hide the story
Acronyms are convenient. But they reduce a name that says exactly who we are to three letters that say very little at all.
Agility is not a footnote
It's the very core of our story, and it deserves to be said out loud. In an industry not known for partner centricity, agility is what truly sets us apart, and why partners choose us, every time.
Twenty years, one decision
A new strategy needs a brand that reflects it. So from 2026, the full name carries the promise, across everything we do.
The statement it makes is big.
ABS is behind us. Here's how to write who we are.
Our name is Agility Beyond Space. Written or spoken, the full name is the message, so we write it in full, every time.
The acronym brand is retired. 'ABS' survives only as informal internal shorthand, never in polished or external work.
Write it in full
Use the full name in everything finished or external: proposals, decks, web, social and signage.
ABS is retired
Fine spoken between colleagues or in an informal internal note. Never in anything polished or public.
No new acronyms
Don't coin new initialisms or short forms. If a reader has to decode it, we've made them work too hard.
Say it out loud
Agility is the point: the core of our story, not a footnote. The full name carries the promise.
One identity, used with care.
The refreshed identity is deliberately simple: a confident wordmark, a disciplined blue palette, and one typeface. It works because we protect it.
Use it as supplied, always
Locked 2:1 ratio. Keep clear space equal to the cap-height of the wordmark on every side. Never redraw, stretch, recolour, rotate or crowd it. When in doubt, use the master artwork and check with the Brand team first.
The XX device
Our XX device (twenty, in Roman numerals) can carry the brand on its own where the full wordmark won't fit. Same rules apply: supplied artwork only, brand colours only.
Colour palette
Fourteen colours, one family. Navy and its cousins lead, blues support, greys give structure.
One typeface: Aptos.
Aptos for everything, specified explicitly, never system defaults. Body copy holds a 16pt minimum in digital work so everyone can read it.
Vista-led, authentic, blue
We lead with vistas of space and earth, images that carry the wonder of an industry connecting the two. Natural light, soft contrast, consistent colour temperature. Nothing cheesy, twee or over-retouched. Everything from the approved brand library.
Start from the master templates.
Don't build from scratch. These are brand-correct and ready to fill.
Your email signature.
Fill in your details, check the preview, then copy. Built the way mail clients need it, so it holds its shape in Outlook, Gmail and Apple Mail.
Your details
HTML source, and logo files to host
Install: copy the signature, then paste it into your signature settings in Outlook, Gmail or Apple Mail, and set it as default for new mail and replies. For Outlook desktop, host one of the logo files above and replace the placeholder URL in the source, then use that version.
How we speak is as important as what we say.
These guidelines keep our voice consistent, purposeful, and always in service of the reader, whether it's a proposal, a social post or an internal update. Four pillars, each with a few do and don't examples.
Clear
Plain language, specific detail, no filler. Brevity is wit."We leveraged synergies to achieve a 20% reduction in operational expenditure."
"We reduced costs by 20%."
"We had to adjust the brief to account for the changing requirements and approvals."
"The brief changed twice so we moved with it. Don't worry, we will still hit the mark."
Confident
Say what you mean. Active verbs, no hedging."It might be worth perhaps considering this option."
"Here's what we recommend."
"We are pleased to present our credentials and capabilities for your consideration."
"We've already been thinking about your next challenge. Here's what we'll do."
Human
Write like a real person. Centre the reader's need."We welcome the receipt of any correspondence from interested parties."
"We'll be in touch by Friday, have a great week in the meantime."
"We work closely with our clients to understand their requirements and deliver solutions."
"Tell us what problems you're trying to solve. That's where we'll start."
Open
Honest and inclusive. No jargon, no unexplained acronyms."Our GTM for the 116.1° leverages an agile POC framework with full L1 support."
"Here's how our process works, step by step."
"Regrettably, a third-party incident has resulted in temporary degradation of service."
"We have a fibre cut at our Spaceport. Repair expected 22:00 GMT. We'll update at 20:00. Apologies."
Every claim grounded in something real.
These are guides only. Legal and marketing teams can always provide further guidance.
Values are a compass, not a rulebook.
They define not just what we do, but how we do it and why. When the right answer isn't obvious, they keep us accountable: to ourselves, to each other, and to our partners.
Values only matter if you can act on them.
Whatever your role or location, here's what living each value looks like, starting now.
Be Agile
- Spot chances to simplify a process or speed up a partner response.
- Embrace new tools, and share what works.
- Bring forward ideas for a better partner experience.
Be Bold
- Challenge "the way we've always done it" when it no longer serves our partners.
- Champion the refreshed brand, and speak about Agility Beyond Space with pride.
- Bring ideas forward and get involved.
Be Driven
- Focus on outcomes, not just activity.
- Deliver with discipline and urgency.
- Celebrate wins, big and small, and share what you learned.
Be Trusted
- Treat every interaction as a chance to strengthen a relationship.
- Communicate proactively: the good news and the hard news alike.
- Hold yourself and your team to our values.
It's something we build together.
Every document has a level. Know it before you share.
Classification tells everyone how far a document can travel and how it must be handled. Four levels cover everything we produce.
The brand is a shared asset. Here's how we protect it together.
The Brand team owns the guidelines, all of us carry the brand. Whatever you're making, the route is simple.
Submit your request
Log it via the Brand Portal or email the Brand team with a brief and a deadline.
Brief review
Reviewed within two business days, with scope and timeline confirmed.
Asset creation
Simple assets take two to three days, campaigns take two to three weeks.
Sign-off and publish
Signed off before upload to the portal. Co-branding also needs Legal.
Agility Beyond Space is a trademark
Use the trademark symbol on the most prominent mention where needed. Use the registered symbol only for registered marks, and check with Legal first. Trademark, co-branding and IP questions go to the General Counsel before anything is published.
Find it right here
This booklet is your brand hub: the logos, templates, email signature, colour and voice, all in one place. It's refreshed each quarter with any new changes, so come back for the latest version.
This booklet is the brand. The Little Book is the whole story.
Everything here, our name, our look, our voice and our values, is the brand. But the brand is one part of a bigger change. The Little Book of our Big Future sets out the rest: where we're heading, why we're changing, and the plan the refreshed brand exists to serve.
The brand only makes sense alongside the strategy behind it, and the book is that context. Read it to see the full picture, and where you fit in.
Internal link, for Agility Beyond Space colleagues. The Little Book is strictly confidential.