Flow — .

FLOW

Freelance Logo Design and Branding Development, inspired by VAIO.

I started off with a vision of what FLOW could embody. My primary objective was to achieve equal spacing between the letters, ensuring that the design elements would be harmonious and not overwhelming. I aimed for a simple readable aesthetic, characterized by generous curves and radii on each letter. Drawing inspiration from the VAIO logo, I envisioned FLOW as having a smooth and fluid transition from one letter to the next. This approach not only enhances the logo’s visual appeal but also embodies the essence of flow and movement.

First Iteration

I noticed the “F” could be misinterpreted as an “A”. This observation led to a series of questions and discussions with my lead designer to refine the concept further.

Clarifying the “F” How can I make the “F” more distinct to prevent it resembling an “A"? Spacing Considerations What if there is some spacing between the “F” and “L”? Would this enhance readability and clarity?Connecting the “O” and “W” How would it appear if the “O” and “W” were connected? I know cursive written often features smooth transition between these letters, this adjustment may promote a more cohesive flow?

Exploring Curvature and Thickness The original VAIO logo showcases generous curves. how would the design evolve if I rounded the corners and exercised greater control over the thickness of each letter?

Second Iteration

In response to the feedback, I made significant changes to enhance the overall design. I focused on reworking the thicknesses and curves of the letters, adjusting their spacing, and connecting the “O” and “W”. I found that linking the last two letters created a more harmonious flow compared to connecting the first two. It effectively conveyed the essence of the word “FLOW”, mimicking the smooth movement associated with a sine wave, reminiscent of the VAIO logo,

To infuse playful elements into the design, I explored how the circular motif in the “F” could be echoed in the “W”. I wanted to explore repetition and unity within the logo.

I also shortened the “L” in this iteration and introduced a slight slant at the bottom, enhancing its visual balance and contributing to the overall dynamism of the design.

Third Iteration

I considered how the overall aesthetic might evolve with angled cus on each letter. This led me to question how such modifications would influence the spacing between them.

Would I prefer the letters to be positioned closer together or further apart? I needed to assess whether closer spacing would create a cohesive look or feel suffocating.

I saw that the initial spacing between the letters was too tight.

Final Iteration

By adjusting the positioning of the letters and carefully considering their spacing, the logo achieves a balances and harmonious flow.

Material Option and Finishes

Electroplated Metal

Electroplated Plastic

Matte Metal

Polished Metal

Polished Plastic

Walnut Seat

Kubus Stol