At this point in the project I pretty much felt like I was starting again as I needed to go back to the logo stage and redo all the ‘creative’ within this project, however I did find it quite refreshing as I could be as ‘out there’ as possible. I did decide to go with the ‘normal but different’ idea rather than ‘great taste outside your comfort zone’ and the idea has evolved since first being mentioned. Within a brainstorming session the phrase ‘Everyday, but with a twist.’ came about and I was instantly drawn to it and not only do I plan to use this phrase within my poster campaign but I want to make my logo fit in with it too. This will work with my previous idea of wanting the customer to feel like part of an ‘inside joke’ with the professional-ness of the logo while still being slightly different.
I started by scamping but much like before I quickly moved to the computer. Not only because I felt like my visuals would make more sense but because my ideas were very much all over the place and I felt like they needed more structure.
I took my idea of ‘everyday with a twist’ quite literal initially and literally flipped letters around and although I did really like this design, from asking people they were slightly more confused by the design than enjoying it. I also knew that it wasn’t working 100% so i decided to go back to my scamps and have a look at some of the other logo designs that I came up with initially.
The second logo I came up with I fell in love with straight away. Much like the previous design it came straight from the inspiration of ‘Everyday, with a twist’ however it was taken slightly less literal and actually inspired by a project we did last year where we took a photo of a celebrity and cut it up and physically manipulated it.
There was only one issue with my early logo design and that was that there was no way for me to incorporate the word ‘coffee’ into it and there is no obvious coffee imagery. This is where the logo began to evolve.
I really love this logo. I think it’s simplicity works well and it is still legible while having that slight ‘twist’ that I wanted. I also feel like the small details like the cut off E make it even more effective. My next step is to brainstorm ideas for my poster campaign and hopefully work this logo into them so they all fit the same style.