South Flats has introduced a redesigned logo, moving away from the informal, irregular typography of the previous version in favor of a cleaner, more structured look. The update changes proportions, layout, and color, creating a more stable and polished visual identity.
The old logo used bold, rounded letters arranged at different heights, giving it an energetic but somewhat unbalanced feel. The playful layout created movement, while the pink gradient added a lively, expressive touch. The two words were stacked without precise alignment, reinforcing the informal style.
In the new version, the typography has been adjusted to a taller, more consistent shape. The lines now have a uniform thickness, and the letters follow a structured arrangement where the central characters stand taller while those on the edges are shorter. This forms a subtle diamond-like shape, adding balance without losing personality.
Another major change is the refinement of letter proportions. Instead of the spontaneous height variations in the old design, the new layout follows a more deliberate structure. The spacing between letters has been fine-tuned, and all characters now sit on a single baseline. The overall width of the wordmark has been slightly reduced, making it more compact and defined.
The pink gradient has been replaced with a solid bright red, creating a stronger contrast and improving visibility. This change gives the logo a bolder, more direct presence across different uses.
The design has a new addition: “VANCOUVER” beneath the main name. This connects the brand to its location, strengthening its association with the city’s creative and tech-driven district.
The redesign replaces the unstructured energy of the previous version with a more intentional and refined composition. The balanced proportions, precise alignment, and polished typography reflect South Flats’s evolution while maintaining a strong, recognizable identity.