The core concept of the logo rests on the payoff line ‘Be Brave. Discover’. The dynamic lines relate to the sensory experience when having your first sip  of their coffee. Taking you through levels of self discovery and heightening your senses. The monolines of the logo give a sense of movement befitting the environment of Flight Coffee, set within the heart of Johannesburg’s hustle and bustle. 

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Fly
Leave what you know
The newness of discovery floats underneath you
Shift with the currents
Air
Inhale, expand, unlock your mind
Senses awaken
With a breath you see
Jump
Listen to the call
Take a chance, seize it
Let go
Space
Where you become
Shed the layers, uncover
Ideas, destiny, providence collide
Escape
Hide and go seek
Thirsty, reckless, aching for change
For beauty, for peace, for more
Fly
In Flight you find yourself.

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