Flood is the title of a periodical put together by the UK Poster Association (UKPA) designed to promote UK screenprinted poster designers.
The format and aesthetic of the publication changes with each issue so the Flood logo was designed to work as an editorial masthead in order to provide a consistant identity, even when not used on the front cover.
The term ‘flood’ refers to an action during the screenprinting process. Using a squeegee, ink is pulled through a mesh stencil to ‘pull’ a print; this is then followed by a ‘flood’ push, which returns the ink back to the starting point ready for the next print.
The Flood logo is made up of an arrow reversing back on itself, which is a reference to the back and forth action of the flood.