Logo design and branding

Here’s the one I like, via the side project.

It’s special to me. That’s a good roast of a coffee. Only thing better than that is French Roast in France. Italian Roast is one step beyond French Roast.

This isn’t about the roast, though, this is about graphic arts, that particular design, and branding. One look at the logo, just about anyone who’s ever been in a certain brand of coffee shop? Easy enough to recognize the company brand without having the company’s logo on that image.

What I admire the most about that design is that it doesn’t have the company’s universal brand on it. Easy enough to recognize and yet? Not there. Perfect. Why I like it.

I have no idea what the term is, or even if there is a technical definition; however, I’m sure there is. A recognizable brand with no presence of the original logo. That’s clever, in my mind. Doesn’t hurt that I like Italian Roast.

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Comments on this entry are closed.

  • Sarah Nov 1, 2009 @ 18:19

    Italian Roast, probably the best coffee evah! Have you tried Starbucks Via Italian Roast? Not the same as the brewed, of course, but good, nevertheless. Especially if you’re jonesing for coffee and the only alternative is…the other stuff.

  • Kramer Nov 3, 2009 @ 16:00

    They were selling/giving away samples, I tossed some in my travel gear, haven’t used them yet, but yeah, they look good.

    I just adore that logo because what it doesn’t say.

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