The Flowiz app icon went through dozens of iterations before we landed on the final design. Here’s the journey.

The Brief

We needed an icon that:

  • Represents flow and productivity
  • Appeals to users with ADHD
  • Works at small sizes
  • Feels calm, not overwhelming

Early Concepts

Attempt 1: Abstract Brain

Brain icon concept

Too literal. Users associated it with medical/clinical apps.

Attempt 2: Checkmark Overload

Too many checkmarks felt anxiety-inducing rather than calming.

Attempt 3: Flowing Lines

Abstract flowing lines representing mental flow states.

The Winning Direction

We landed on a simple, geometric shape that:

  • Suggests forward motion and progress
  • Remains recognizable at 58x58 pixels
  • Has a calm, balanced composition
  • Uses a soothing blue-green palette

Color Psychology

Color Emotion
#87A96B (Sage green) Calm, growth
#6B89A9 (Muted blue) Trust, stability
#F5F5F5 (Off-white) Clarity, space

Size Testing

We tested the icon at every iOS size:

App Store: 1024x1024
iPhone: 180x180, 120x120, 87x87, 80x80, 60x60, 58x58, 40x40
iPad: 167x167, 152x152, 76x76
Apple Watch: 48x48, 44x44, 40x40, 24x24

Variants

We created multiple variants:

  • Default: Full color
  • Dark: For dark mode devices
  • Tinted: Adapts to user’s chosen tint
  • Clear: Minimal outline version

Video Process

Watch our design process in this short documentary:

Lessons Learned

  1. Simple scales better - Details get lost at small sizes
  2. Test on real devices - Simulator colors differ from real screens
  3. Get feedback early - Fresh eyes catch issues you miss
  4. Trust the process - The first idea is rarely the best

The right icon seems obvious in hindsight. Finding it takes patience.