That’s how the app got its name. Someone asks “is it foggy?” about a hundred times a week in San Francisco : before a run, before heading to the beach, before deciding whether to grab a jacket. We wanted to answer that question. But then we had another one: what does that answer look like as a brand?
That one’s harder.
Foggy isn’t a weather app — it’s about the relationship people in the Bay Area have with this specific, moody, beloved thing that rolls in off the Pacific and does whatever it wants with the city. That’s a hard thing to capture visually. But it was the only brief that made sense.
We knew we wanted something textural, unpolished, rooted in place. Something that couldn’t be mistaken for a weather app. We wanted a logo with real personality : something intentionally crafted, with the creativity pushed as far as it could go.
Working with Brinson and the team at Identity Crisis is where it really came to life. Brinson was able to bring in the idea of the topography of the Bay Area’s western edge : the hills, the headlands, the shapes the fog makes as it moves through them and that became the heart of the brand’s origin story.
I am most excited to see how this evolves! Which is kind of the point.
– MacBeth