At Flodesk we’ve always put our members at the forefront of every decision we make. The brand refresh was built to reflect its values and be informed by the creative energy of Flodesk’s diverse community.
The reimagined brand system embodied the warmth of Flodesk’s community and the rigour of its intuitive platform, presented in a clear and confident manner. Inspired by Richard Neutra's philosophy, the new brand represents warmth, confidence, and support.
To ensure an identity system that truly reflects Flodesk brand values and strategy, we decided to partner with DIA Studio, the Swiss-based type foundry Optimo and type designer François Rappo to develop a new custom typeface for us.
For this project, we wanted to prioritise a strong connection between our brand and product. The new custom typeface, achieved this by rendering crisply in tiny product use cases while maintaining an aesthetic quality in larger brand communications.
Flodesk Sans was designed as our main typeface and it straddles a delicate line between friendliness and functionality. The typeface intentionally taps into the antique feel of late 19th-century grotesks, combined with geometric forms closely related to Richard Neutra's architectural work—one of our early inspirations.
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.
On the other hand, Francios Rappo also designed Flodesk Serif, an altered version of JJannon that adjusts the x-height of it to fit perfectly with Flodesk Sans in all typesetting situations. Coincidentally, the x-height alteration gives the typeface a contemporary twist and a louder visual impression than the original.
Conceptually, each of our typefaces reflects a key brand attribute—Flodesk Sans reflects our company's design rigour, while Flodesk Serif reflects the community’s voice. The result is something that feels contemporary while evoking its historical roots.
