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About flo
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Scaling & Proportion
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Variations
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Color
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Typography Do & Don’ts
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Content
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flo’s Brand Mark is made up of three distinct elements - The letters f, l, o. They are in lowercase to compliment the company’s modern take on the florist industry. Each letter is joirned together to emphasize the smoothness, or ‘flow’ in service, we promise to deliver to all our customers. Company colors adopted are purple, yellow and green, each representing creativity, happiness and freshness respectively. The design of the Brand Mark is contemporary, unique and iconic, making it easily recognizable. The logo shown on this page is of a 100% fit, and in the following two pages, scaled down to 75%, 50% and 25% respectively.
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100%
Scaling & Proportion
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75 %
50 %
25 %
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To begin, flo establishes her logo on white in line with minimalism - to allow the logo to pop. We do not encourage the use of multi coloured backgrounds or multiple color variations of the logo. Only if necessary, will the logo be printed in grayscale and black on white. Logos shown on page are downscaled 40%. and is proportionate. The tagline is not part of the official logo and will only appear on the Brand Book, Envelope and Namecard.
Variations
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Original
Black
Grayscale
White
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flo’s primary brand colours consist of three special Pantone printing inks. They are Pantone 241C, Pantone Yellow C and Pantone 376C. The Pantone references and colour breakdowns for CMYK and RGB can be seen on the right.
Pantone 241C CMYK 30/100/0/0 RGB 180/30/142
Pantone Yellow C CMYK 0/0/100/0 RGB 100/255/242
Pantone 376C CMYK 50/0/100/0 RGB 140/198/63
Colors
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Primary Font
Alba AaBbCc0123
The flo typeface is called Alba. This fancy sans serif typeface is the perfect choice for flo’s outlook progressive unique. It is also in line with our desire to provide a smooth flow in service. The typeface is an important part of the overall brand language. It is necessary to use the Alba type family on
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
any printed and online communication tool. For communication purpose, it should be complimented with the GeosansLight type family.
Secondary Font
GeosansLight AaBbCc0123 a b cd efg hi j k lmn o p q rs t u v w x y z AB CDEFGHIJ K L M N O PQ RSTU W X YZ 12 3 4 5 6 7 8 9 0
Typograaphy
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This is the corporate logo in original form, downsized to 40%.
Do not distort or manipulate the shape,
Do & Don’ts
dimensions and proportions of the logo. In this example, the width of the image has been contracted and then pinched to distort the original dimensions.
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Do not dissect or detach the letters
Do not add any elements or shapes to, or a back-
forming the brand name,
ground to the logo. Logos can only be imprinted on a
from each other.
white background.
In this example, the ‘f’ has been detached
In this example, a blue box has been added around the
from the letter ‘l’ and ‘o’.
logo, accompanied with a black background.
Do not alter the colors of the logo.
Do not apply any visual effects, change colours or attempt to enhance the logo (eg. embossing, drop
In this example, the entire logo has been
shadows, filters or blurred edges).
changed to yellow. In this example, a drop shadow has been added.
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Ion Orchard B4 - 10 / 2 Orchard Turn The Orchard Residences Singapore 238801 / www.flo.com.sg
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