Coffee on the Corner

COFFEE ON THE CORNER BRIEF Elli-May Green

KEY FACTORS

INSPIRATION

“ He quite likes the idea of something, an icon or element of the logo, to show it’s a coffee shop, a coffee bean, a cup of coffee etc and something similar for cake on the corner/cook on the corner.”

NAME : COFFE ON THE CORNER LOCATION : RESIDENTIAL / PARK TARGET AUDIENCE : WOMEN WITH CHILDREN AGE : 20-45 LOACTION FOCUS : OPPOSITE PARK ADVERTISEMENT : CAKE MAKER AND CHEF

LOCATION

From the brief the location advertised was stating the coffee shop will be placed in a residential area, opposite a park. This attracts a broad audience however mainly parents and children. However, with the other advertisements it attracts those within the residential area, creating a casual atmosphere.

ICON ELEMENT : COFFEE

Starting my research into Coffee shop window icons, looking at relevant elements that fit with the brief. To represent a Coffee at first visual sense of communication.

Working in black and white to focus on the icon elements, the shaping and the symbolic feature rather than being overpowered with colour.

ICON ELEMENT : CAKE

Deconstructing the brief, covering all the elements that want to be visually communicated. Looking at Cake maker’s logo’s, to give me an indication of how they represent themselves as their own brand, as well as the use of icons.

Comparing both the Coffee icons and the cake icons to see similarities that can be communicated within one logo for the Coffee shop. The minimilistic designs allow the representation of a cake maker stand out, acknowledging straight away with the use of an object icon or an illustration.

ICON ELEMENT : CHEF

For the healthy meal prep advertisement, linking with icons that represent a healthy lifestyle and getting lean.

This is usually done with a fruit or veg illustration, however the more abstract designs with the minimalistic outlines gives a more visual simple representation. Researching these logos and icons all have similar qualities of using a circular shape either outside of the name or within the images. This could work with developing a logo making similarities and connections with a healthy brand, without overpowering each icon that is communicated.

TYPOGRAPHY

Typography is a large element of the brand, this in particular will be used for the coffee shops name, as well as the advertisements. Keeping with the same font keeps a brand style, as well as communicating clearly the overall brand. Looking at different coffee shop logos to get an idea of how they use their typography and what style works best for a coffee shop brand. The more modern typography is clean, simple and legible. It also adds a uniqueness to the brand as the stereotypical style is the swirly type that links with the steamed coffee icons. ‘The coffee on the corner’ needs to be modernised to target those for healthy eating, a treat and parents who want to socialise with the park opposite. It needs to be clean and simple not too fancy to invite the children and a broad range of people to have a pit stop. Also, a run and go atmosphere, being on a residential road needs to invite those commuters to pop in for a coffee before or after work without any fuss.

MODERN TYPOGRAPHY FOCUS

Focusing on the more modern concept, advertising upcoming businesses of a cake maker and a chef needs to be communicated with the brand. The new healthy life style and treats need to be represented through what the brand offers in particular through its style. Looking at more modern coffee logos they use more simple typography, rather than using the fancy typography they allow the icon and the typography to work together to build a strong visual style. That is clean, simple and targeting to many audiences. The typography used is mainly bold, strong and contrasting with either the logo or the under heading.

This is clearly communicating it is not over luxurious with the fancy writing but modern keeping it clean, simple and visually engaging.

MODERN KEEPING UP TO DATE WITH THE HEALTHY ASPECT

MODERN TYPEFACE

KEY FACTORS

CAKES FOR THE CASUAL OCCASSION

BASKERVILLE TYPE: CLASSIC AND SOPHISTICATED, BUT NOT TO FANCY FOR A MORE CASUAL AUDINENCE.

HEALTHY MEAL PLANS WHICH IS MODERN WITH THE TREAT OF NEW CAKES

MODERN/ CLASSIC

MUMS WITH CHILDREN/ ALLOCATED OPPOSITE THE PARK

TYPOGRAPHY EXPERIMENTS

SERIF REGULAR

BASKERVILLE REGULAR

COFFEE ON THE CORNER

COFFEE ON THE CORNER

SERIF BOLD

BASKERVILLE REGULAR

AUDREY REGULAR

ROCKWELL REGULAR

COF FEE ON T HE CORNER

COFFEE ON THE CORNER

AUDREY BOLD

ROCKWELL BOLD

COF FEE ON T HE CORNER

COFFEE ON THE CORNER

AUDREY ITALIC

ROCKWELL ITALIC

SERIF ITALIC

BASKERVILLE ITALIC

COF FEE ON T HE CORNER

COFFEE ON THE CORNER

COFFEE ON THE CORNER

COFFEE ON THE CORNER

AUDREY OBLIQUE

ROCKWELL BOLD ITALIC

SERIF BOLD ITALIC

BASKERVILLE BOLD ITALIC

COF FEE ON T HE CORNER

COFFEE ON THE CORNER

COFFEE ON THE CORNER

COFFEE ON THE CORNER

COFFEE ON THE CORNER

COFFEE ON THE CORNER

EXPERIMENTATION

Experimenting with the Coffee logo, looking at different elements that form communication with using both the typography and the use of icons. I wanted the typography of the name of the coffee shop to be the most visual factor, making it stand out with where they are. The icons do not need to overpower the designs, with some of the designs I focused more on the icons however felt this was mainly only targeting those who go to the park, giving more of a kid feel rather than also targeting those on the residential road.

COLOUR FOCUS

COLOUR FOCUS

GRAPHICS / SIZE/ COLOUR

STYLE

FINALISED DESIGN

From the brief the coffee shop outlined the use of icons to express what was sold. I experimented with the icon of a coffee bean and a cake, to attract the parents as well as also referring to the children with the colourful cake.

I used the coffee bean as green to represent the outdoors locations being targeted as well as for the new advertisement of the healthy eating. The cake it associated with stereotypical park colours, bold, bright and visually eye catching for the children. However, I did not use these icons to overpower the name of the shop, it was important for the typography to stand out with the icons as they contrast against each oither to create a friendly, relaxed atmosphere.

PACKAGING / SIGNAGE

Experimenting with how the logo would work with the packaging on the paper coffee cups to bring over to the park for parents, as well as looking at the sign. I experimented with a range of colour to engage with the children being attracted as well as expressing what they offer. Using a bright colour behind my logo made it stand out more to attract those from the residential area as well as the children. Keeping the logo clean and simple, emphasises the colours used as well as the illustrations within the typography.

FINALISED