Flow Defined (Flow with Fran)

Client
Francesca D., Flow Defined

Year
2018-present

Flow Defined is a small, woman-owned studio dedicated to introducing the practice of yoga to newcomers and rookies.

This project is ongoing, but so far I’ve established the below collateral by request as we continue developing the brand.

Flow Defined mock ad

Producer, Editor
Hi-Tone Images

Art Direction
Hi-Tone Images

Logo+ Identity Brief

Origin sketches

Flow Defined’s magnificent owner, Fran was very adamant about the term ‘flow‘ in our discovery meeting. When thinking of yoga, I believe the whole practice in itself is a peaceful flow, so with that in mind I thought of curves or waves to illustrate that.

In addition, we wanted to to figure out a way to turn those curves into the letter ‘F‘ for Fran. and below is the approach I took toward such.

Typography

I sought to create a mark that would be both elegant and timeless, so the associated typefaces would need to echo that. While I’d likely do otherwise these days, back then I thought to take a chance on a serif typeface like Baskerville or Times New Roman, instead of immediately jumping to a Sans Serif as I normal would. In the end, I paired that with Univers Lt Standard and it created an interesting look to us at the time.

Primary

Secondary

Color Palette

Perhaps derivatively, I immediately thought of pink and purple shades as color for the brand. Creating pairs of both [as shown] would allow for the color spectrum to be applied to different assets and modules.

Logo/Style Explorations

Building from my previous sketches above, I went ahead and began drawing the vector shape until I landed upon the curvy symbol we see below. Additionally, I’d take a shot at creating a word-mark from the Times New Roman typeface. After kerning the letters a bit, I believe it turned into something feminine, elegant and peaceful.

Logomark (black)

Logomark (white)

Logomark (Yoga Pink)

Wordmark (black)

Wordmark (white)

Wordmark (Yoga Pink)

Logo Vertical (Black)

Logo Horizontal (Black)

Static Samples

Despite a potential wordmark update in sight, below is the collateral we’ve developed to this point.

Flow Defined business cards

Flow Defined cardstock print

Flow Defined yoga bag

Flow Defined Tee

Digital Collateral

Newsletter/ Blog E-Mail

E-Mail Signature

Social Media Profiles

Social Media Backgrounds

Animated Modules

Just for kicks, I put together the below animations for Fran, to provide an idea of how we could use her logo in digital channels. Whether she wants to do streaming ads or promo vids, it was important for her to see it in motion in the video-based world of today.