Coffee Shop Logo Project Kickoff
The first step of our logo process is to obtain all of the pertinent information about the business and the goals for the project from our client. To do so, we provide a creative questionnaire for our client to complete.
From there, the design lead on the project reviews the answers and assures that no further information is needed before our team assembles for our first strategy session. If necessary, we clarify any questions we have about the information our client provided.
Specifically, for this logo development project, the name of the coffee shop was named 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.
After reviewing the information from the brief, we found that our client desired a logo that would pay respect to the region, while also aligning with the property’s aesthetic.
The primary application for the logo would be the exterior signage, as well as the signage within the hotel. The take out coffee cups and sleeves would be another place the logo would be visible.
Design Direction Brainstorm
Once the imperative information was confirmed and we were crystal clear on the project details, the design team held a brainstorming session to pinpoint different details about the business that could come to life within the logo. We researched the business’ location, competitors, company differentiators, company name and more to determine how we would weave this information into a purposeful brand mark.
During the design brainstorming meeting, our team looked to see what was being done in the industry from a branding perspective. Then they began to sketch ideas for icons and discuss the different fonts that could be used to convey a look and feel that would align with the icon.