Fluidauto are a software technology developer making modular software for the automotive industry. Fluidauto wanted a design that was a little youthful and playful. My design approach aims to combine a visual language of fluidity and mechanical rigidity, making for an abstract F mark informed by the fluid and simultaneously angular forms of automotive body work. This unification of idea makes for an awkward looking but distinct and recognisable brand mark that has a youthful brand voice.