THE GRIND LOGO BRIEF
We are a small coffee shop chain located in Seattle, WA with five locations. Our current logo is just text using a default font, but now it is time for an update!
The Grind prides itself on natural and local ingredients. For our new logo, we do not want to use any browns! So many coffee shops around here use brown, and we would like to stand out. Maybe oranges, green, other earth tones, etc. could work well.
This logo will primarily use as our store sign, on menus, and on coffee cups and merchandise. The Grind logo could be text-based or have an icon; we are open to either/both. We are open to using symbols that represent coffee such as the coffee bean, plant, grounds, coffee cup.
I am attaching a few examples of logos we like for some inspiration. We would like a somewhat clean look.
The brief gave some samples of logos as well as a list of words which are in the brainstorming. There we have our discovery next step was to research the brief indications of Store sign and merchandise.
Coffee, steam, beans, cups, roast, seeds, foam, cafe, energy, morning, drink, sip
Used many symbols from those words, but to compose one that would fill all of the words was challenging. The ideas kept moving back to coffee-bean/seed-cup-stream. The sketches became more and more complicated. It was time to remove elements to simplify the logo.
For the font selection after long consideration and many searches the list grows long, but at the final stages of choice, the roundness of the symbols meant that the typeface needed to follow or it would fight for attention.
THOUGHTS AND CONCLUSIONS
I feel that more time was needed to visualise the coffee shop and its personality. Though at the end of the project, there was a sense of achievement.