Flex, the Singapore-based electronics manufacturing services company formerly known as Flextronics, adopted its current typographic wordmark in 2015 as part of a corporate rebrand. The logo consists of the company name “Flex” rendered in a blue color, with the brand’s primary blue identified as #0099DE.[1]
Design and History
Flextronics was founded in 1969 by Joe and Barbara-Ann McKenzie in Silicon Valley as a family business making circuit boards.[2] The company established its global headquarters in Singapore and grew into one of the world’s largest electronics manufacturing services providers.
On July 24, 2015, Flextronics officially changed its name to Flex, announcing the new brand alongside a new corporate identity and website.[3] The name change was intended to reflect the company’s evolution beyond traditional electronics manufacturing into a broader “sketch-to-scale” solutions provider that designs and builds intelligent products for a connected world.[2] Michael Mendenhall, Flex’s Chief Marketing Officer at the time, stated that the new website and corporate identity “better reflect who we are.”[3]
The rebrand was supported by a comprehensive B2B marketing strategy developed by the design agency yU+co, which created a branded visual language defined by interconnected networks of digital lines and nodes. This motion-graphic style was designed to graphically represent how Flex’s smart technology connects and transforms parts of the world.[4]
Flex’s official trademark list includes both the “Flex” word mark and a separate “Flex logo” registration, as well as the tagline “Flex – Create the extraordinary” and its corresponding logo form.[5]
Meaning and Symbolism
The 2015 name change from Flextronics to Flex was described by the company as reflecting its evolution from an electronics manufacturing services provider to a company focused on designing, building, and managing intelligent products.[2] The shortened name was part of a broader effort to signal that the company was “much more than an EMS, supply chain solutions or ‘tronics’ company,” as Mendenhall explained at the time.[6]
Typography and Design
The Flex logo is a typographic wordmark that places the brand name at the center of the identity. The primary brand color is identified as #0099DE, a shade of blue.[1] Beyond the blue wordmark, the company’s broader visual identity developed by yU+co incorporated a signature motion-graphic style featuring interconnected networks of digital lines and nodes, which became a recognizable “look” associated with the brand.[4]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
