Design system/Brand
Flowra brand
The Brand kit is what someone outside the team needs to write about Flowra or work with it. This page lays out all its rules and the reasons behind them; the files themselves are downloaded from the Brand kit page.
In codelib/marketing/brand.tspublic/brand-kit/
One identity, Latin
By the product owner's decision, the Brand kit has nothing Persian or Iranian in it: a Latin logo (flowra-logo), the name written Flowra in every language on that page, fixed Latin type specimens, no Persian font, and English metadata. The explanatory text around it, like this page, is in the reader's language.
Why Flowra
Flowra comes from "flow": the state where work moves forward without interruption, because there's nothing left to go looking for. The mark draws exactly that: one line that never breaks, starting at the bottom and ending at the top.
One line
The mark is a single line that never breaks, like the context of a piece of work, which shouldn't be cut into pieces across tools.
From start to done
The line starts low and ends high: two calm stretches at either end and a smooth climb between them. The same path every action takes from the inbox to “done”.
Flow is alive
The mark doesn't sit still: in the app itself it ripples when the pointer moves over it. Hover over it to see.
Tagline and promise
The tagline and promise appear exactly as written and aren't translated. Flowra is a system for managing actions with their full context; not an accounting app, not a chat. Finance, meetings, and files are context, not the headline.
Everything, in flow.Under the name in the app headerEvery task, with its full context.Writing the name
One word, capital F and the rest lowercase. Not all caps, not split apart, not spaced out.
Voice and vocabulary
Friendly, clear, and free of exaggeration. We use the informal you, sentences are short, and we don't promise anything that isn't built. We call some things by our own names and use those same words in our copy: Actions, Library, Folio, Action story, Ascent ladder, My network.
Always simple: one accent color, a warm and calm background, and enough white space. If something can be removed and the message stays the same, remove it.
Rules for writing the name
Do
Flowra
Don't
FLOWRA, flowra, or Flow Ra
Do
«فلورا» in Persian text; Flowra in the Brand kit.
Don't
«فلوورا» or «فلورآ».
Do
The tagline exactly as written: Everything, in flow.
Don't
Translating the tagline on a slide or banner.
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