Flow (FLOW) is a Layer 1 proof-of-stake blockchain network launched in May 2020 and stewarded by Flow Foundation. It was built by Dapper Labs, the company behind CryptoKitties and NBA Top Shot, to power consumer applications, NFTs, and decentralized finance at scale. The Flow logo is a green circular emblem paired with a lowercase wordmark, a design that has remained consistent since the network’s launch.
Design and History
The Flow logo consists of the stylized word “FLOW” in lowercase letters accompanied by a design of a stylized, cursive letter “F” inside a solid circle, according to the trademark registration filed by Dapper Labs Inc. with the United States Patent and Trademark Office. The trademark application, filed in September 2020, describes the mark as featuring a solid circle containing the cursive “F” element alongside the lowercase wordmark. [1]
Flow’s official brand guidelines, published on flow.com, specify that the green mark is the preferred usage of the logo. The guidelines also state that the symbol and wordmark should not be displayed separately, and that the logo should not be modified by altering colors, stretching, or changing orientation. [2]
The Flow brand assets are maintained in an official GitHub repository under the onflow organization, which contains logo files for the Flow blockchain ecosystem. The repository instructs users to use the provided logo.svg and logo.png files for all assets. [3]
Meaning and Symbolism
The official brand guidelines do not provide an explicit explanation of the symbolism behind the circular emblem or the cursive “F” mark. The trademark registration describes the design elements factually, noting the stylized cursive letter “F” inside a solid circle, but does not attribute specific meaning to these components. [1]
Flow’s primary brand color is identified in the official media kit as “Green Flow,” with the hex code #00EF8B and CMYK values of 63%, 0%, 65%, 0%. A darker variant, “Green Flow Dark” (#02D87E), is also listed among the primary colors. The media kit additionally documents black and white as primary colors, along with a range of accent colors including blues, aquas, pinks, and purples. [2]
Typography and Design
Flow’s official brand guidelines specify two typefaces for use in creative assets. The primary typeface is Epilogue, with Inter listed as an alternative. Both fonts are documented in the Flow.com media kit alongside the logo assets and color specifications. [2]
The logo’s construction follows the guidelines that the green mark is preferred, and that the full Flow.com logo should be used when displaying on a website. The guidelines emphasize maintaining contrast for legibility and ensuring appropriate spacing around the logo. [2]
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