flux branding

Humanizing Our {Rebrand}


We chose 9 metaphors to help “humanize” our brand. Each image was selected from hundreds of options, sharpening our language and understanding.

• Our celebrity metaphor, David Bowie, was chosen for his adaptability, creativity, leadership and sensibility. Ch-ch-ch-changes. That’s all about Flux. Then the shocking news.

• The owl is a symbol of wisdom and knowledge, with exceptional vision to see in the total darkness. We can relate.

• The Eames recliner for timeless design and ultimate appeal.

• Yachtsmen crewing for a regatta; working as a team to harness the power of nature for propulsion and speed.

• Pure yellow is one of the fundamental colors used in printing process, along with Magenta, Cyan and Black. That forms our new color pallet; a reverent acknowledgement of the importance of ink on paper.

Newsletter subscription

Sign up for our monthly newsletter, First Tuesday, for our thoughts on the ever-changing state of the branding world.

This field is for validation purposes and should be left unchanged.

Enjoyed this article? Here are three more to help you!