Flutter
Brand Identity Design / Brand Name / Logo Design / App Icon Design / Social Media Design / Website Design / Street Banner
Client: Flutter Pty Ltd.
Industry: Internet Software & Services
Services: Digital matchmaking
Year: 2023
(Concept project — not a real client.)
Brief
Develop a brand identity for a free online dating platform designed for people exploring all forms of relationships, including monogamous, polyamorous, romantic, and platonic connections. The brand needed to create a welcoming, LGBTQIA+ friendly environment that prioritised safety, privacy, self-expression, and freedom of choice.
Process
The identity was built around the concept of freedom and openness. The name Flutter draws inspiration from both butterflies, a symbol of transformation and freedom, and the phrase “stomach flutter,” commonly associated with attraction and connection. A mood board was developed exploring themes of lightness, possibility, affection, and trust through soft colour palettes, airy imagery, and references to classical Greek and Roman sculpture.
Visual exploration focused on creating a balance between playful accessibility and emotional depth. The logo evolved through experimentation with letterforms inspired by butterfly wings, ultimately leading to a refined word-mark set in Dolly Italic. Its classical character references the timeless nature of human connection, while its elegant forms reinforce the brand's sense of freedom and individuality.
Outcome
The final identity presents Flutter as a safe, inclusive, and empowering platform for meaningful connection. A palette of salmon and peach tones introduces warmth and humanity, while cobalt blue communicates trust and security. Combined with classical imagery and light, optimistic visual language, the brand creates a welcoming space that encourages users to explore relationships on their own terms.
