Flat Matters brand identity and new logo
Flat Matters is the top global flatland website showcasing ground based trick cycling from all over
The design uses a flowing serif script typeface with fl ligature and a custom refined fm ligature. The design needed to visually reflect or hint at the subject matter, so a floor space icon was drawn and used as a decorative element in unison with the type.
The design for the Flat matters online awards also used a colour co-ordinated category device system which later carried through to the rest of the brand identity.