A flow state – also known as “being in the zone” – is the mental state in which a person performing some activity is fully immersed in a feeling of energized focus, full involvement, and enjoyment in the process of the activity.
For us, this describes the “sweet spot” that exists for a person receiving large amounts of incoming data and responding in a timely and effective manner – versus reacting with stress or anxiety.
We know that pipeline controllers must process a lot of information – managing SCADA systems, monitoring pipeline conditions, and using multiple tools to do so. In talking with operators, we know that controller fatigue is a real concern. We understand that too many false alarms degrade confidence in the system and contribute to that fatigue. We strive to provide the right information at the right time in a way that is easy to navigate and understand.
The Flowstate brand has a dual connotation, combining this notion of the “flow state” with the obvious mission of knowing your state of pipeline flow – in particular, with regard to detection of leaks.
The various elements of the Flowstate logomark are inspired by the industry, the namesake, and the legacy behind the organization.
TERMINA is a font that is bold and direct.
Letters have been extended into one another, creating a visual testament to forward movement and convergence.
A straightforward icon interacts with the main wordmark while also acting as a standalone element. Four pipes converge at a particular point on the horizon, directly referencing the four key messaging components of the Flowstate brand.
The angle cut from the base reflects the same as that of the True Co. diamond – a direct reference to the legacy of the company that started it all.