A few days ago (and after one too many cups of coffee), I wrote a few observations I had regarding Queue Coffee’s branding.
Simple and clean. But does it really say anything about the shop’s vibe, let alone coffee?
Perhaps we can tinker for let’s say, 5-10 minutes and see if we can steer the logo to be more coffee-centric.
First, let’s start by simplifying and working up a simple refresh with the existing parts.
When designing anything, especially logos, I always think about the famous quote by Antoine de Saint-Exupery:
A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.
By integrating the Q logomark into the logotype, we’ve made the brand a tad more whimsy and inviting, but does it say coffee? Not really…but that Q, it reminds me of something…
It’s starting to come together and with a few minutes left of the clock, I’m gonna wing it from here and pull two typefaces from the back of my head and make em work.
We’ll need one for the “ueue”, and for this one I’ll use a fun script called “SantElia Script Alt Black”.
And for the word “coffee”, we’ll go with “Proxima Nova Light”–something easy and modern, and definitely a good start, but probably not something I would finish with.
With 8 minutes on the design clock, I decided to spent the next two putting together some playful ideas to help reinforce the impression of coffee.
And look at that. The design clock hit 10 minutes and we have something different, fun, and definitely on-brand.
Until next time!