Brand Identity System
With this concept, we aimed to design a very distinctive logo. Flowers is a very common English word, so to gain brand recognition, the logo should stand out. One technique often used for brands named after common words is to remove one or more of the vowels. This only works, of course, when the word can still be read. For this concept, we decided to remove the letter ‘o’, which we believe makes the logo unique while also maintaining its readability. Incorporated in this concept, right above the ‘w’ we designed an icon that was inspired by Islamic symmetrical art but also functions as an open flower. We believe this concept speaks to the Islamic roots of the brand, is distinct, bold, and highly functional.
In choosing the brand colors, our goal was to select colors that were both complementary and appropriate for the brand. To reach our goal we referenced information received during the design brief call and researched the psychology of colors to determine what colors would best represent Flowers. In addition, we named all of the colors after flowers, for easy referencing, and to connect them with the brand.
For the primary colors, we chose colors that are rich and vibrant, and that have a connection to the original brand identity. Two of the main colors, Merigold and Desert Bluebell were inspired by the original brand artwork for the Flowers Podcast. We chose Hibiscus because of its vibrancy and its strong, feminine characteristics. When used together, these three colors work well, but on their own, they exude femininity, approachability, and creativity.
For the secondary, and neutral colors, we chose colors that compliment the primary colors. Overall, we wanted all of the brand colors to speak to the brand, and provide a variety of options for design, while also maintaining color consistency. We felt it was important for the brand to have a wide spectrum of colors, like what is found in nature or more specifically, flowers.
