Flamingo, an interior design studio, creates a lifestyle of beauty and balance with spaces and products that reflect a blend of functionality, aesthetics and innovative technology. Using typography as inspiration and focus the identity interprets a dialogue between vernacular and modern aspects of the practice. We have taken inspiration from serif typefaces, modified and recreated the logo by juxtaposing hints of sans serif elements on to this serif typeface yet keeping certain characteristics intact (taking hints from the flamingo bird). The usage of serifs often reflects feelings and personalities such as traditional, reliable, respectable, stable, conventional, neutral and elegant. brand/logo not only identifies all of the above but also showcases personalities such as modern, strong, progressive, simple and minimal.