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FLO is a music streaming service launched by a telecommunication company in South Korea. The brand name is derived from the word flow, while the claim “Explore your music” challenges the target group to discover their musical tastes and enjoy the music they claim as their own. Even the wave motif in the logotype is designed to express a flowing motion. Furthermore, the graphic elements are changed to match different music genres. The patterns are also applied in the user interface and other online media, varied in different colors. In addition, brand design guidelines were developed for collaboration with various artists, performances and brands.