Coffee Colors Branding

branding for a coffee shop / art studio (FALL 2016)

For my Principles of Visual Design class, I was tasked with creating a logo and brand for an imaginary company. I decided to create a coffee shop/art studio, where people could create art while enjoying coffee. The place was called Coffee Colors and based in Midtown Atlanta, predominantly aimed at urban professionals, but still accessible to anyone who enjoys coffee and/or art.  When creating the logo, I thought that it would appear on apparel, mugs, napkins, and on the storefront. 

Research

  Before beginning my design, I sought inspiration from logos for other coffee companies. In particular, I was looking at logos that combined some aspect of coffee with other elements in a way that represented the concept behind the brand. 

Before beginning my design, I sought inspiration from logos for other coffee companies. In particular, I was looking at logos that combined some aspect of coffee with other elements in a way that represented the concept behind the brand. 

  I also created a moodboard of different coffee shops and art studios in order to inspire my color scheme and the general vibe that I wanted my logo design to evoke. 

I also created a moodboard of different coffee shops and art studios in order to inspire my color scheme and the general vibe that I wanted my logo design to evoke. 

Process

I began by sketching and testing out different ideas I had. The constant in all of my sketches was the incorporation of coffee elements with art elements. Of course, this encompassed many different possibilities, from paint brushes and palettes to pen nips, coffee beans and latte art. Ultimately, I decided to focus in on the pen nib design because of its simplicity, which would allow it to be more versatile, since it could be applied with different colors and contexts.

With the desire to make the different elements of my design clearer, I experimented more with what would be in the center of the pen nib.

Iterating on those ideas, I decided to create an explicit coffee mug, which would also contribute more clearly to the shape of the pen nib. I rotated the nib as well so it would have a clearer relationship with the logotype.

After finalizing the logo, I wanted to represent how the logo could be used, so I created some designs for business cards and apparel, and also look at how it looked on different backgrounds. I decided that the light brown background was ideal for the look I was going for.