This article is based on an official press release from Joby Aviation and includes context from recent operational reports.

Joby Aviation Unveils New Identity as Commercial Launch Approaches

On February 13, 2026, Joby Aviation officially unveiled a comprehensive new visual identity, signaling a strategic pivot from an engineering-focused startup to a consumer-facing airline. Titled “Preparing Joby for the Next Golden Age of Aviation,” the announcement outlines the company’s vision to recapture the optimism of the Jet Age while preparing for imminent commercial operations.

According to the company’s press release, this rebranding effort is not merely cosmetic but represents a fundamental shift in how the company interacts with future passengers. With commercial flights in Dubai expected to commence later this year and FAA certification entering its final stages, Joby is positioning itself to make electric vertical take-off and landing (eVTOL) travel a routine part of daily life.

A Return to the “Golden Age” of Flight

Joby’s new brand identity, developed in partnership with the creative agency TinyWins, aims to humanize the technology behind electric flight. The company stated that the design language moves away from the “cold, tech-heavy” aesthetics often associated with the aviation industry, opting instead for a warmer, more accessible approach.

Key elements of the new identity include:

• “California Light” Palette: A color scheme inspired by warm, sun-faded tones to evoke comfort and safety.
• Joby Sans: A custom typeface designed specifically for legibility and approachability across digital and physical touchpoints.
• Passenger-Centric Narrative: A shift in messaging from “building a machine” to “delivering an experience.”

In the press release, the company emphasized the emotional connection they hope to foster with travelers:

“The future of flight isn’t about escaping the world below. It’s about bringing the sky closer to everyone.”

, Joby Aviation Press Release

Operational Status: The Path to 2026

While the rebranding focuses on the passenger experience, recent operational updates confirm that Joby is rapidly approaching the launch of actual services. As of early 2026, the company is executing on multiple fronts to meet its commercial targets.

Launch in Dubai

Joby is on track to initiate its first commercial passenger service in Dubai in 2026. The company holds a six-year exclusive agreement with Dubai’s Road and Transport Authority (RTA). Initial routes are expected to connect Dubai International Airport (DXB) to Palm Jumeirah, reducing a typical 45-minute car journey to approximately 10 minutes by air.

According to local reports summarized in our research, public pre-bookings are anticipated to open as early as March 2026, with full commercial operations following later in the year.

FAA Certification Progress

In the United States, Joby continues to lead the sector in regulatory progress. The company is currently in Stage 4 (Testing & Analysis) of the five-stage FAA Type Certification process. This critical phase involves “for-credit” flight testing with FAA-conforming aircraft, a mandatory step before the aircraft can be certified for commercial passenger use.

Manufacturing and Financials

To support these operations, Joby has scaled its manufacturing capabilities. Its pilot production line in Marina, California, is active, and the company has acquired a facility at Dayton International Airport in Ohio to support high-volume production of up to 500 aircraft per year.

Financially, the company bolstered its balance sheet in January 2026 with a stock and convertible note offering that raised approximately $1 billion. These funds are designated to cover the capital-intensive final stages of certification and the initial commercial rollout.

AirPro News Analysis

The timing of Joby’s rebranding is significant. For years, the eVTOL sector has been defined by prototypes and engineering hurdles. By shifting its public face to focus on typography, color palettes, and the “romance” of flight, Joby is signaling to investors and the public that the technology risk is largely behind them, and the execution risk, running an airline, is now the priority.

This move also serves a competitive purpose. With rivals like Archer Aviation also targeting a 2026 launch in the UAE, Joby is working to establish early brand loyalty. The “Golden Age” narrative attempts to bypass the anxiety some passengers may feel about flying in a novel aircraft type by anchoring the experience in the nostalgia and luxury of mid-century aviation.

Frequently Asked Questions

When will Joby Aviation start commercial flights?
Joby targets a commercial launch in Dubai in late 2026, with pre-bookings potentially opening in March 2026. U.S. operations will follow pending final FAA certification.

What is the expected cost of a flight?
While official pricing has not been finalized for all markets, early reports regarding the Dubai service suggest fares could range between AED 350–500 ($95–$135) per seat for initial routes.

Is the aircraft safe?
Joby is currently in the final testing phases (Stage 4) of FAA Type Certification, which requires the aircraft to meet rigorous safety standards equivalent to those of commercial airliners.

Sources: Joby Aviation (Press Release), Joby Investor Relations, FAA Certification Status Reports