Flite is the brand name used by Fliteboard Pty Ltd, the Byron Bay, Australia-based manufacturer of electric hydrofoil surfboards (eFoils) that lift riders above the water on an underwater wing. The company was founded by David Trewern, who conceived the idea for a motorised hydrofoil in 2016 and launched the first Fliteboard website in late 2017. The brand is now backed by Brunswick Corporation through its Mercury Marine division. [1]
Design and History
The Flite logo is a wordmark consisting of the term “FLITE” in a stylised font, as recorded in the trademark registration filed by Fliteboard Pty Ltd with the United States Patent and Trademark Office. The trademark description notes that the mark consists solely of the word “FLITE” in stylised lettering, with no colour claimed as a feature of the mark. The registration also lists a pseudo mark of “FLIGHT,” reflecting the intended pronunciation and association. [2]
The Fliteboard name itself was devised by Trewern’s son, while the logo was created by his brother, according to a profile of the founder published by Australian real estate firm Kay & Burton. The profile recounts that once the name and logo were in place, Trewern moved forward with building the business around his prototype. [3]
A separate trademark for the full “FLITEBOARD” wordmark, registered in 2018, is recorded as a standard character mark (typeset text without stylisation), covering surfboards, hydrofoils for surfing and related accessories. [4]
Meaning and Symbolism
The name “Flite” is a deliberate play on the word “flight,” referencing the sensation of flying above the water that the hydrofoil technology enables. The USPTO trademark record lists “FLIGHT” as the pseudo mark for the FLITE registration, confirming the intended phonetic association. [2]
Flite’s official company narrative describes its mission as creating products that “inspire people to take Flite for the joy of people and planet,” with an emphasis on clean, quiet and efficient electric propulsion as an alternative to petrol-powered marine motors. [1]
Typography and Design
The FLITE wordmark is described in official trademark documentation only as a stylised font, with no further typographic specification provided. The mark is registered without a colour claim, meaning it can be reproduced in any colour across brand applications. [2]
Flite’s product branding extends beyond the wordmark to a broader visual language. The company’s Series 6 product range, announced in 2026, introduced a “refreshed color palette inspired by light, landscape and life on the water,” with board colours named Sky, Sol, Jade and Sabbia. [5] These colours apply to the boards themselves rather than the logo, which remains a standalone wordmark.
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