Looking for a new way to communicate your company’s visual identity? Thought you had “tried it all”? Now there’s a new advertising medium- the sky. Snowmaster, a special effects company, has created a new way to advertise using flying logos, called “Flogos”. Flogos are made with soap foam and lighter-than-air gasses, and according to Snowmaster, they do not cause any harm to the environment.

Many international companies have used Snowmaster’s innovative floating logos such as Lindt chocolates, Disney World, Mercedes-Benz and Sheraton Hotel & Resorts. The foam logos can be 30-, 90- and 120- centimeters in size, can float for up to 48 kilometers at a maximum height of 1,500 meters. Most Flogos last for about 30 to 40 minutes before they completely evaporate. I

n order to catch the attention of potential consumers, companies can launch their foam logo into the sky in areas where it will be seen by their target audience. The brand identity will be enhanced in the consumers’ minds as they will remember the logo more clearly after seeing it in this distinct way. They will also consider a company that is using this unique form of advertising to be innovative and modern, contributing to the company’s brand image. For Snowmaster themselves, they are also receiving free advertising every time one of their clients uses a Flogo.

While Flogos are a fun and interesting advertising method for companies to explore, unfortunately many consumers of the 21st century don’t spend much time outdoors and may not see the floating logos. The logos must be released in strategic locations at key times in order to be effective. Companies must also evaluate their overall brand strategy and see if using Flogos is consistent with the brand image and message they wish to convey. For these reasons it remains to be seen whether the sky will become the next popular advertising medium, and whether Flogos will truly catch on.