FLOYA - the new mobility app for smart and sustainable mobility in Brussels

POSITIONING AND NAMING

Multicultural and lighthearded

Floya is deliberately not French, Dutch or English, but multicultural and diverse - making it the perfect name for the daily travel companion in Brussels, a city where over 150 nationalities meet on equal terms. The name derives from the Norwegian "fløy" (wing) as a symbol of freedom, independence and effortless movement and evokes the idea of "flow" in the sense of fluid, efficient, seamless mobility.
 
The brand promise succinctly summarizes the core idea and central benefit of the brand: "Your travel buddy for Brussels."

Connecting Brussels with ease

Floya brings together not only the people of the Brussels Region and its surroundings, but also the 19 districts of the Brussels-Capital Region. The heart of the creative concept is the Floya patchwork: the shapes of the 19 Brussels districts come together in one pattern. The design system allows the shapes to interact in a completely flexible way, expressing the many individual possibilities of the app. The color scheme of the Floya patchwork is composed of the visual identities of the two Floya initiators STIB (blue and red) and the Brussels Region (blue, yellow and gray).
 
The brand design establishes a clear link to Brussels. The moving components and the visual language show how lighthearted and easy it is to use Floya.

Clear and always in flow

The logo design brings clarity and flow together. Both are essential aspects of the mobility offering. The flow characterizes the typographic style of the logo, the imagery and the agile interaction of the components. It stands for connection and makes Floya likeable.
 
All in connection: for a holistic brand image, important components such as pictograms and the brand font build on essential formal features of the logo and combine to form a flowing whole.