Old Logo: the elements of the logo overpower
each other which creates a mess, inappropriateness, and
dual meaning. Are you getting a cup of coffee there or a
hypnosis session?
Current logo (as of April 9, 2014): The typeface of the word mark is way too flamboyant and just have no strong visual impact. The purpose and the role of typography in a word mark is disregarded.
The New Brand Statement:
The unique Corner Joe symbol stands for excellence of serving premium quality coffee and pastry to the customers.
The Corner Joe logo is created by altering the letter “J” in the wordmark and transforming it into the symbol, which resembles a cup of steaming coffee. The symbol is given a contrasting colour to become memorable and recognizable when used on its own.
Clean and minimalistic decision for the logo emphasis the philosophy of our company. We are committed to accuracy and quality of our service, perfecting the efficiency rather then minor details. Being purely typographic, the logo demonstrates that our company keeps up with the pace of contemporary urban environment. Corner Joe serves customers anytime of the day, providing them a place where anyone, regardless of social status and affiliation, can take a break and enjoy freshly brewed coffee.
Brand Identity Guideline - pdf
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View PDF
Business Stationary
Donuts Box
Store Front Mockup
Poster Ad
Word Mark Development
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New Coffee Time Restaurant Brand Identity
The purpose of the project is a make-over of an existing brand identity that in my opinion was outdated and lacked effective visual communication.
Deliverables: New Logo, Brand Book, Business Stationary, Packaging, Signage and other band applications
