For FlexPic’s logo design I started with the initial concept for the app and worked outward from that point. FlexPic organizes all your photos in one single place regardless of what network you use. I knew I wanted to reflect the myriad of photos users have but do so subtly.
The colored squares layered over the ‘x’ represent the layers of photos users collect in their account. I think it works quite well to show people what the app’s all about but in an understated way.
Beyond that, I went with a bold yet simple typeface. I knew the logo would always appear small in the UI of the app because we wanted the photos front and center. Any logo design I came up with would have to work well at a small size.
Logo Design Colors
Because FlexPic is consumer-facing, the process also allowed me to work with colors I don’t usually get to play with in a corporate environment.
I knew I would end up designing for Android in addition to iOS, so I wanted colors those users would find familiar. That’s why, for the color scheme, I consulted Google Material’s color palette.
I like the colors in Material and found the shades of teal used for the FlexPic logo design perfect for the theme and brand attitude we pursued.
Logo Design Results
The FlexPic logo design worked perfectly for the app. But the logo design process acted as a kind of style kick-off for us when planning the entire project.
I developed a style guide based on the logo and company vision which helped support the project and made design decisions more straightforward. Whenever the developers had a question on the app, they consulted the style guide first, and it informed their choices each time.
Overall I’m pleased with the simplicity of the FlexPic logo design. It served the app well but was also a fun process and experiment in consumer-facing branding.