Lionel Le Floch, the Parisian head of collections for brands such as Givenchy and Paul & Joe, needed a new logo and brand identity for his high end fashion and footwear brand, Le Flow. I designed it in a way that complements the structure and edginess of the products Lionel creates, at the same time including a flexible, visual element that can identify the brand when the logo isn’t shown. This helps to keep the identity fresh, allowing for variety in reproduction across different marketing material.


I love the idea, the typography, the line thickness, the spacing in between. It interprets the edginess, geometry, and forward thinking nature of my designs. I’m very excited about it!

— Lionel Le Floch, Le Flow