For the longest time I thought my negative impression of Flow originated from their binding designs from several years ago, but now I'm starting to realize that it's even more complicated than that.

Flow has an identity crisis on it's hands. Like some other un-named companies, the brand image doesn't translate to any unifying message. Graphically, there is a Flow board for every trend in snowboarding right now. Metal font - check. Old English Gansta font - check. Skulls - check. Cartoons, LV patterns, and Argyle... check. Why does every woman's board in snowboarding have to have a damn bird on it?!?

Flow needs to consolidate their influences. The company could learn a lot from brands that keep a pure message.