planFlo spent its first few weeks in a generic sans-serif placeholder logo. It was fine. It also looked like every other tool on the internet. We finally sat down and did a proper brand pass.
The choice
Sixteen logo directions went on the table. Geometric, abstract, all lowercase, pill shapes, arrows, waveforms. The one that landed is the one you see in the nav now: a capital P in Cormorant Garamond, upright and confident, sitting in an amber rounded square.
A single letter. A warm amber. Room to breathe. It reads as thoughtful rather than loud, which is the feeling we want the whole product to give off.
Why serif, in 2026
Most productivity tools default to clean sans-serif. It signals efficient, modern, neutral. It also signals interchangeable. A serif says something different: that the tool has a point of view, that some care went into the small decisions, that you are not looking at a dashboard.
Cormorant Garamond in particular has a generous italic that we use for the wordmark (planFlo) and for quotes inside the product. It is the closest thing to a personality trait our typography can have.
Amber, not blue
Blue is the default productivity color. Every calendar, every task app, every chat tool. We picked amber because it is warmer, reads as creative rather than corporate, and keeps a consistent thread from the logo to the buttons to the highlights in the copy.
Small thing. But small things add up when you spend hours inside a tool.