The Flodesk Brand
Introducing a refreshed identity rooted in the spirit of our values
We are living in a moment where sterile corporatism is giving way to authenticity and connection.
We originally created Flodesk to empower small businesses with an intuitive, design-centric platform that enhanced their brands via stunning emails and sales pages. But Flodesk is more than just nice aesthetics—it’s also about the continuous process of crafting and nurturing a profound connection with your audience. Our refreshed identity provides a more holistic representation of this essence.
“I believe a great rebranding is less about remaking your identity and more about becoming closer to who you already are.”
Rebecca ShostakCBO, Flodesk
For our reimagined brand system, we revisited the philosophy of one of our early inspirations – the renowned 20th Century architect Richard Neutra.
As one of the pioneers of California Modernism, Neutra is known for functional and aesthetically pleasing architecture that seamlessly integrates with its surroundings.
Source: Daniel Kim
Source: Daniel Kim
Source: Daniel Kim
Source: MidCentArc
Source: Daniel Kim
Source: Daniel Kim
Source: Kansas Sebastian
Source: Daniel Kim
His design approach also considered the psychological and emotional impact of his buildings, believing that good design could improve well-being and health. Similarly, Flodesk’s new brand identity is designed to inspire, uplift, and support the prosperity of our members.
“At Flodesk, we not only celebrate the humanity of our members, but also actively encourage them to embrace their individuality.”
Martha BitarCEO, Flodesk
Our concept
We wanted the brand to embody the warmth of our community and the rigor of our intuitive platform in an uncluttered and confident way. Together with DIA Studio, we crafted an identity that captures the flow of creativity and the function of purposeful technology.
Our type
In order to create an identity system truly reflective of our brand values and strategy, we partnered with the Swiss-based type foundry Optimo and type designer François Rappo to develop a custom typeface. François and the team at Optimo have a deep historical understanding of type design, enabling them to properly execute a brief with purpose.It was also important to us that our brand and product have a clear connection. Our custom typeface renders crisply in tiny product use cases while maintaining an aesthetic quality in larger brand communications.
Flodesk Sans straddles a delicate line between friendliness and functionality.The typeface taps into the antique feel of late 19th-century grotesks combined with geometric forms closely related to Richard Neutra's architectural work. The result is something that feels contemporary while evoking its historical roots.The typeface functions seamlessly in all settings, from tiny product UI to large-scale branded collateral, without losing its aesthetic quality.
Flodesk Serif is an altered version of JJannon by Françios Rappo. Flodesk Serif adjusts the x-height of JJannon to fit perfectly with Flodesk Sans in all typesetting situations. Coincidentally, the x-height alteration gives the typeface a contemporary twist and louder visual impression than the original.
RichardNeutra
AdolfLoos
BeverlyThorn
PierreKoenig
Conceptually, each of our typefaces reflect a key brand attribute. Flodesk Sans reflects our company's design rigor. Flodesk Serif reflects our community’s voice. Our logo animation illustrates the flow and inherent connection between the two.
“I selected a few keywords to guide my design of the Flodesk typeface: inviting, touch of rationalism, and a strong user-friendly ergonomics.”
François RappoOptimo
Our system
While Flodesk Sans and Flodesk Serif form our foundation, we wanted to elevate our typographic voice with a system that supports our brand concept and references our product features.We leveraged intrinsic elements and established a subtle but highly refined signature motion behavior that can be activated within both brand and product at various levels of expression.We created a rich shape library that can be used graphically or as frames for content.Our primary shapes are based on the characters and fundamental shapes in the Flodesk name. We then expand out into a secondary library that mirrors the shapes within our product.Our motion behavior flows, fills in our shapes, and helps us transition through content. Whether using imagery or type, there is always subtle forward movement and a sense of accomplishment and harmony.
We created a rich shape library that can be used graphically or as frames for content.Our primary shapes are based on the characters and fundamental shapes in our name. We then expand out into a secondary shape library that mirrors our product.
Our motion behavior flows and fills in our shapes and help us transition through content. Whether using imagery or type there is always subtle forward movement and a sense of accomplishment and harmony.
“The Flodesk identity is all about atmosphere, a comfortable space that supports the Flodesk community through thoughtful and rigorous design.”
Mitch PaoneDIA
“Our collaboration with DIA brought a dynamic dimension to our visual presence, giving Flodesk a distinctive, memorable signature.”
Claudia AranDesign Director, Flodesk
