Interflora is a flower delivery network including over 57,500 flower shops in more than 137 countries worldwide. It is a subsidiary of Teleflora, which, in its turn, is a subsidiary of The Wonderful Company.
The Interflora logo is both unique and meaningful.
At first glance, it may look dated in comparison with the majority of modern minimalist emblems. To begin with, the gold hues on the black background have something medieval (like a knight’s coat-of-arms). The serif type does not help, too. As if to make things worse, the artist has drawn a pretty detailed human figure. To be precise, it is the figure of the Ancient Roman god Mercury, who was known for having the wings on his feet.
Yet, the design team has had very good reasons for choosing this style. First, they wanted to emphasize the brand’s heritage. The company’s roots go back to 1920 when such elaborate emblems were common. Also, the depiction of Mercury has been synonymous with the brand ever since it adopted its current name in 1953 and introduced their legendary Mercury Man roundel. So, dropping this theme would have been a huge mistake.
However, if you take a closer look at the lettering, you may discover that the Interflora logo has a touch of purely modern refinement. The tiny stylish details show us that these glyphs have been drawn by a contemporary artist.
To sum up, we may use the description from the brand’s website saying that the emblem “celebrates where we’ve come from, but looks to the future too.”