Flash Logo Redesign

Flash is a social media app targeted at teens and young adults between the ages of 16–25. After I and the design team redesigned the entire app experience, I took upon the task of redesigning the logo and brand guidelines to be more inline with the new nature of the Flash app.

Objectives

• Design a new logo for Flash that reflects one or more of the purpose, values, and goals of the Flash app:

  • friendship

  • excitement

  • spontaneous

  • connection

  • lightning theme (energetic)

• Most importantly, the new logo should be “friendly”

Original Logo

While the original logo is unique and memorable, the founder and company leadership believed it to be a bit “cold” and too hard edged. They wanted something that would be more friendly, like the new app design.

Ideation

After several explorations, I began focusing on ways to bring together three elements: lightning, the letter-form F, and a smile.

Final Logo

The final logo design is a culmination of multiple qualities and philosophies that guided our redesign of the Flash app:

• Friendship & joy (hence the smile formed by the top half of the F)

• Personalization, as our app allows users to mark up their virtual instant-film photos (hence the organic, hand-drawn quality of the logo’s letter-form)

• Lightning, to keep in line with the name of the app, and to maintain the original logo’s originality (the left side of the logo forms a lightning bolt)

Colors