Branding projects are consistently unique by nature. The very purpose of a brand is to stand out amongst their peers- to state something not uttered before. To sell something extra not perceived previously. Branding projects are by and far, always tough because they need to reflect a familiar emotion yet be decisively new.
The qualities for this particular brand had to evoke openness and excellence amongst many other points. The resulting design is avant-garde in nature.
To me, it looks similar to the recently re-designed Uber logo. yet has a strong sense of motion and a notion that risky endeavors were undertaken.
This project was made by Rachel Roth, a US based Graphic Designer. For more work, you can find his portfolio here.