Full Steam Coffee Shop
From here, the design lead brings all of the ideas to our Director of Design and Creative Director, and together the senior design team determines which of the options presented are viable for digital development. As designers themselves, the directors also bring additional ideas to the table. By the end of this meetup, three logo concepts are chosen for full digital development.
With the concepts sketched out, our team of graphic designers gets down and dirty creating three logo options that can be presented to our client.
For Full Steam Coffee Shop, our hotel client, The Hotel Group, had worked with us previously to create a logo for a sister restaurant that exists within the same hotel. For the coffee shop, we wanted to create a fresh idea, but one that would align visually with the logo for the other restaurant within the space.
As a bit of background on the project, the name of the coffee shop we were working on was Full Steam Coffee Shop. The hotel (and subsequently the coffee shop within the hotel) serves primarily business commuters — people who are on the go. So taking into consideration this target, coupled with the name of the coffee shop and the fact that a major railroad rolls through town, we decided that the logo options would take the form of a train concept, while weaving in the coffee aspect of the business.
The first option was developed to include the common element of a train station with an iconic large clock mounted on the wall. The clock took the shape of a coffee mug. This gave a nod to the impact that time has on a commuter’s schedule, while paying homage to the local railway, and implementing the core product of the business.
The second concept created also tied in the train idea. This custom-designed icon was created from the shape of a french press, artfully developed into the outline of the front of a train. This option provided another modern take on combining the train and coffee concept into one cohesive mark.
The final concept intertwined both train and coffee once again. This logo utilized the front view of a coffee mug to create a custom train icon. The icon was then paired with a modern font set that complemented the logo we created for the sister restaurant.
It’s important to note that all three logo icons were paired with fonts that would match the existing fonts used in the hotel. However, we also presented the options with script fonts that were more indicative of the vintage train station look.
After the logos passed through internal review, we presented the ideas to our client and talked through the meaning behind each of the marks. There was overwhelming agreement that the most modern design of the three (the coffee cup as a train front) was the way to go.
The feedback was mostly positive; however, our client felt that the icon somewhat resembled a subway car instead of the train that traveled through town. They requested to see a line beneath the train car that would ground it and remove the subway car feel.
We are happy to oblige, but had concerns about the grounding line as a long-term solution, so we presented two other options that would address the issue at hand.
The only thing we love more than coffee around here is creating coffee logos. If you’re ready to jump on the Nice Branding Agency logo train, give us a whistle. We’re ready to depart when you are.