The aroma of coffee with logo for Aroma Coffee
When the British company Aroma Coffee addressed a task on the design of a new logo, it was not only a wish to have a strong and unique expression, but also that the logo was applicable to a variety of media.
I designed this logo, where the idea was to have a distorted coffee bean to illustrate steam from a hot cup of coffee.
The name was set with a soft italic script type that supports the soft expression in the coffee bean.
Finally, it was grouped in a circular form, which helps to give the logo an easily recognizable expression, but also helps ensure that the logo is doing well on the many different media it should work on.