Porter & Sail is a travel assistant company from New York with a core audience of HENRYs (High Earners, Not Rich Yet) – culture-guided, design-oriented, and authenticity-loving millennials. The identity captures the idea of personalised guidance through the hand-picked travel experience and is applied across the brand’s visual language components and communication. The logo consists of the custom typeface and a hand-drawn ampersand. It adapts to communication for different cities, as an ampersand unites with the key symbol of each of them. The typeface is inspired by American grotesque fonts from the early 20th century — this captures the noble and confident character of the “Porter”. The thin ampersand is an illustration of adventure. It welcomes wind in your sail and captures the path traced by experience.