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TAF is a corporate entity as opposed to Sling which is the brand of the product we manufacture. It should also be noted that while our TAF corporate branding is a distinct activity from our Sling branding, these different forms of branding can, and often do, take place side-by-side within our corporation. The way in which our corporate brand and product brands interact is known as the corporate brand architecture and is what we will discuss throughout our branding guidelines. It would be tough to separate the TAF brand from its two founders: James Pitman and Mike Blyth. These personalities have very much set the tone for the organisation and now drive her on. They are synonymous with the brand the way Steve Jobs and Steve Wozniak were with Apple. The TAF brand must transcend its two founders the way Apple transcends the two Steves. Mike and James are unique in that they have designed, built and flown an aircraft around the world, completing some 22-hour stretches in severe weather. This shows that TAF is dedicated to safety. The founders made their name by putting themselves on the line, like anti-whaling activists getting in-front of the incoming harpoon. Therefore, the 5 values the TAF brand stands for are: � Safety � Design � Engineering � Community � Aviation SAFETY TAF�s founders have led by example, risking their lives with their products so that customers don�t have to. Aviation is risky and as a rising aviation brand, TAF is dedicated to safety. Designed by pilots and built by pilots, extraordinary lengths have been taken to build an aircraft that is safe, reliable and durable. DESIGN The genesis of TAF was a design impulse as opposed to an engineering or business one. And good design goes some way to explaining the appeal of the Sling. When TAF puts its name to a design, you can be assured of a world-class standard. ENGINEERING TAF follows the highest engineering standards. Although the Sling is designed and built by a pilot, it is engineered by world-class engineers. At the core of the engineering is one of the most reliable engines the world has seen. This is obviously not a TAF product, but it�s a partner product � a bit like leading carmakers sharing technology. TAF is a place of excellent engineering, whether externally sourced or built from the ground up. AVIATION TAF is a dedicated aviation business. It draws enthusiastic engineers and technicians who share a love of flying. Employees are excited to go into work and build something that will take flight. COMMUNITY The aviation community is a global club of like-minded enthusiasts. It runs as much on friendship and generosity as it does on dollars and cents. Mike and James are respected and liked members of the community.