“Be Like Water”
(Est. 2016) “Phyn is bringing intelligent water solutions to market that help people protect their homes, conserve water and save money. Built upon nearly a decade of research and patented technological innovation, Phyn is poised to change the way consumers interact with water and help solve the major challenges threatening the world’s supply of clean, healthy water. Phyn is backed by Belkin International, a global leader in consumer technology, networking and the Internet of Things, and Uponor, a leading supplier of plumbing for residential and commercial spaces worldwide whose North American headquarters are located in Apple Valley, Minn. The company is headquartered in Torrance, Calif., with a research and development lab in Seattle.”
Enso (Los Angeles, CA)
Images (opinion after)
The new logo looks fine at first glance but it’s confusing in a few ways… Looking at the name and the icon I am assuming that what’s inside the water droplet is a fin — hence the name “Phyn” (putting Syfy to shame when it comes to weird spelling) — and I can take a leap of faith and see the metaphor but what ends up happening is that this looks like a sea conservation organization, not a home-plumbing-water smart thing. It’s a nice-looking icon though and I appreciate that its thickness matches that of the wordmark, which is also kind of odd… why the super low crossbar height? I mean, yes, it’s distinctive but for what purpose? I guess it’s fine although that “Y” slightly upsets me. The identity gets interesting with the introduction of some patterns that interpret the different behaviors of water that look cool in static applications and even better as neatly animated in the video. Overall, this is all well executed but perhaps trying too hard to elevate the product to something like a Bang & Olufsen sound system — which, more likely than not, is the right strategy to sell this thing but, yeah, at the end of the day, it’s a piece of plumbing.