Learn best practices for starting and running a float center:
  • This field is for validation purposes and should be left unchanged.

Something in the world of floating have you stumped?

  • This field is for validation purposes and should be left unchanged.

Show Highlights

If you’ve ever looked at a collection of logos from various float centers, they can start to look a little similar. How do you avoid this when designing your own float center logo? Is it a big deal?

Graham and Ashkahn dish on logo design, the importance of simplicity, and a not so subtle reminder that the “don’t be an asshole” rule exists for a reason.

Listen to Just the Audio

Transcription of this episode… (in case you prefer reading)

Ashkahn: All right. Hey everybody.

Graham: Hi there.

Ashkahn: Welcome.

Graham: Hi.

Ashkahn: How are you today?

Graham: I’m doing good.

Ashkahn: Oh, great.

Graham: Yeah, and speaking for the audience, I think-

Ashkahn: I think they’re doing good.

Graham: I think they’re doing great.

Ashkahn: I think they doing good now, is what they would say. Like, doing good now.

Graham: Yeah, better now.

Ashkahn: Right.

Graham: That you guys are on. Am I right?

Ashkahn: Thanks. I appreciate that, all of you.

Graham: Nudging the person next to them.

Ashkahn: I picture everybody listening together in a giant room. Is that what you’re picturing?

Graham: I’m Graham.

Ashkahn: Oh, yeah. I’m Ashkahn. Is that how you say that? I’m Ashkahn.

Graham: You didn’t, no.

Ashkahn: No.

Graham: You just started talking-

Ashkahn: I did yesterday.

Graham: Yeah.

Ashkahn: All right.

Graham: Today’s question is-

Ashkahn: Yeah, what is it?

Graham: “I’m working on logo design for my new center, and I’m worried that it looks like a bunch of other float center logos, including yours. Is this a problem?”

Ashkahn: Well, yeah, there are a lot of logos that look-

Graham: And a lot of them look like ours, too. We’re gonna take them to court.

Ashkahn: Well, yeah, or ours look like other ones do. I’m not gonna go ahead and claim we are the first people to come up with …

Graham: A face floating?

Ashkahn: A face, I think that would …

Graham: That’s the old FTA logo even kind of looks like that.

Ashkahn: Yeah, there’s a lot of face, there’s a lot of-

Graham: There’s a lot of face.

Ashkahn: There’s a lot of kind of lotus flower.

Graham: Yeah.

Ashkahn: There’s a lot of sort of drop, water drop sort of thing is very common.

Graham: The-

Ashkahn: They’re all blue.

Graham: Some of the letters, or all of the letters kind of floating.

Ashkahn: Yeah, especially the O.

Graham: In something. Yeah, yeah, the O floating.

Ashkahn: The O floating, or something going on with the O.

Graham: It’s very centered and-

Ashkahn: The float conference is the same thing.

Graham: It just, it works really well.

Ashkahn: Yeah, it’s an O.

Graham: That sort of design, yeah.

Ashkahn: It’s a good letter.

Graham: Theta, like a theta kind of design.

Ashkahn: Yeah.

Graham: Like the float conference logo, for example. Which a lot of people ripped off.

Ashkahn: This episode is a warning that we’re coming after you.

Graham: So, design it like any other center’s logo except ours. Oh, Anicca, it looks like our logo but four times.

Ashkahn: Multiplied and bigger?

Graham: Or our logo looks like theirs, but one fourth of it.

Ashkahn: Yeah, yeah. Yeah, and it’s all just blues or green, mostly blue. It’s pretty much all blue.

Graham: Lots of blue.

Ashkahn: Lots of blue.

Graham: We realize this when you do all of the Helm customers or something like that for software and lay them out next to each other. Just like, oh, these all just kind of look like the same center.

Ashkahn: Yeah, it’s just a lot of similarity in the names, too. The word float is in almost all of them

Graham: 90%, yeah, yeah.

Ashkahn: Or REST, or, you know what I mean?

Graham: So, should you worry about it, I guess is the question, right?

Ashkahn: Yeah. It’s more perceptive to you and us than any of your customers.

Graham: Yeah, I kind of think that ship has sailed where anyone should be worried about float logos looking too similar. Don’t copy something exactly.

Ashkahn: Yeah, well, yeah.

Graham: Of course.

Ashkahn: That would be weird of you to do that. Why would you do that? But specifically, unless in your mind you’re immediately thinking that you’re about to open a nationwide franchise, I would be most concerned about the other float centers around you somewhere.

Graham: Yeah, yeah.

Ashkahn: Try to look a little distinguished from the places that literally in the same city as you, but no customer is gonna look up, is gonna know that your logo looks the same as some other float center’s logo in a different state thousands of miles away.

Graham: Especially although there are a lot of similar logos, and there are a lot of similar names, obviously don’t, if someone shares a name with you, you’re really close. Make sure you’re not doing both, because having almost the same name and almost the same logo as someone sounds a lot worse to me as well.

Ashkahn: Yeah, it’s just like, don’t be weird about it.

Graham: The no asshole rule is kind of in effect.

Ashkahn: Yeah. It’s like fashion. There’s a lot of similar trends in everybody’s winter coats, but if you sit down next to somebody and you’re wearing the exact same thing as them, they’re gonna look at you and be like, “What are you doing? Why are you dressed just like me?”

Graham: Especially if that’s their coat and they’ve been wearing that coat around for three years.

Ashkahn: But there are just a lot of similarities in the world.

Graham: Logo design itself is about breaking things down to their simplest elements. Good logo design is something that you can identify from a distance, it’s really simple. So, at some point, what do you associate with floating, right? You only have a list of maybe a dozen kind of simple things you associate with the act of floating, and then it’s all variations on that.

Or they just choose a different name, like Puma Flotation, and they have a picture of a puma. As an example.

Ashkahn: Yeah.

Graham: Yeah.

Ashkahn: We’re looking at you, Puma Floats, really.

Graham: So, I don’t know. Being creative is good, but if it kind of is a face floating-

Ashkahn: Yeah.

Graham: We’re gonna be the only ones coming after you. I wouldn’t worry about it too much.

Ashkahn: Trying to be very unique is at odds with trying to probably have a good logo for your business. If you’re like, “I’m gonna make my logo red, and it’s gonna have fire in the background”, at that point, your customers are gonna be like, what? “I don’t understand. Why is this your logo?”

Graham: Ra, so, yeah. I guess that’s it.

Ashkahn: Yeah.

Graham: Don’t be a jerk, but don’t worry about it too much.

Ashkahn: Yeah, don’t worry about it, and just don’t be a weirdo and that’s it.

Graham: All right. If you have your own questions, go to float-

Ashkahn: I don’t know where else you’d find advice like this.

Graham: Yeah. If you want the down, we’ll give you the real-

Ashkahn: We’ll give it. We’re giving it to you fresh.

Graham: Honest, straightforward answers.

Ashkahn: All right. Go to our website.

Graham: To very complicated questions.

Ashkahn: It’s floattanksolutions.com-

Graham: /podcast.

Ashkahn: That’s it. That’s it. That’s the one.

Graham: Okay bye.

Ashkahn: Okay bye.

Recent Podcast Episodes

What’s Going On With the Industry Report? – OSP 04

What’s Going On With the Industry Report? – OSP 04

Come listen to Graham and Ashkahn pick the brain of Juliet, who are all in the studio talking about the State of the Industry Survey that has been released by Float Tank Solutions (hey! That’s us!). To find out what’s new in this year’s survey and information on where to go to fill it out, check out this episode! 

What is Water Activity? – OSP 03

What is Water Activity? – OSP 03

Graham and Ashkahn are BACK!

The newly monikered Occasional Solutions Podcast hits the ground running to share some big news about Water Activity. The Float Boys bring their banter to bear to the benefit of you, buds. Thanks to information and collaboration with Roy Vore, they found a way to measure the way pathogens spread through float tank water.

Listen now to hear them dive into the nitty-gritty of new research on float tank water! You don’t wanna miss this.

Tank Topics: Social Media

Tank Topics: Social Media

This tank topic is all about social media, how to use it, what the tools are, and what it’s freaking good for. 

Derek Wyatt is featured prominently in these episodes as well, given that he’s our social media wiz over here at Float On. It’s chalk full of amazing info that’ll make your Facebook posts shine!

Rise Interviews with Angela McAllister and Wendi Elmore – OSP 02

Rise Interviews with Angela McAllister and Wendi Elmore – OSP 02

In this second release of the Occasional Solutions Podcast, Juliet sits down with Angela McAllister the owner of Lucidity Float and Wellness Center in the Southside of Chattanooga, Tennessee and Wendi Elmore, an employee at Float STL and graduate from the University of Missouri. She has since dedicated her time and efforts to spaces that support the self-care and economic empowerment of people of color, LGBTQIA and gender non-binary communities through tools that include yoga, meditation and now floating.

Tank Topics: Building Materials

Tank Topics: Building Materials

Something in the world of floating have you stumped? Show HighlightsThis Tank Topic is about the finer details on building materials. Ashkahn takes a little break for these episodes as Jake (really good guy)...

Latest Blog Posts

What is Water Activity? – OSP 03

What is Water Activity? – OSP 03

Graham and Ashkahn are BACK!

The newly monikered Occasional Solutions Podcast hits the ground running to share some big news about Water Activity. The Float Boys bring their banter to bear to the benefit of you, buds. Thanks to information and collaboration with Roy Vore, they found a way to measure the way pathogens spread through float tank water.

Listen now to hear them dive into the nitty-gritty of new research on float tank water! You don’t wanna miss this.

Take Part in the 2019 Float Industry Report!

Take Part in the 2019 Float Industry Report!

We’re gathering responses for our 2019 Industry Report through the end of July, and we once again need your help.

Please take a brief moment to answer a few questions about your float center (or future float center) – it may be the easiest thing you can do to contribute to the growth of floatation around the world.

Flux’s Conference Science Recap

Flux’s Conference Science Recap

Flux comes back to provide a visual recap of his informative talk from the 2018 Float Conference, discussing the relationship between floating, depression, and the immune system.

 
 

Float Tank Conference