Flowmail is an email management system geared towards small businesses, those new to marketing and people who are tired of complicated solutions.
The Flowmail team was looking for a distinct and simple typographic logo that instantly conveyed the brand’s informal, friendly and playful personality. It was also important the logo had an element that can be used as a stand-alone graphic. After discussing the initial creative brief, we agreed on working toward a solution using custom lettering.
For the initial concept, I drew up a casual script with a loose, brush-like feel. I explored a variety of options for the ‘f’ and decided to go with a lowercase character to immediately introduce an approachable and friendly personality. The initial concept explored the idea of forming a wave element with the ‘wm’, which created interesting challenges that needed to be resolved, including legibility.