FLX: logo and patterns for sneakers

FLX is a new brand of modern sneakers. Its first models come in a range of patterns meant to catch the buyer’s eye, and plain coloured shoes with the logo are to follow. The brand pairs an affordable price with high quality and speaks to young people aged 10 to 25. Before we start, we put our questions to the client, and the answers set the brief: a bright, youthful look that works in print and on social media, plus patterns and shapes that show on the shoe itself.

We design the mark, the wordmark and the patterns. The mark is an X built from four slanted pieces, and the FLX wordmark is set in a typeface with cuts through the letters. The logo sheet shows the mark on its construction grid, the colours (yellow, purple and grey with their tints) and the mark in each of them. The patterns are made of overlapping circles and interlocking arcs, in yellow, purple and black. Finally we put the patterns and the mark on slip-on shoes, with an FLX tag at the front and the mark on the insole.