This is The Good Coffee, a branding project I've been working on in class. The brief was to invent a visual identity for a coffee shop. I chose brown tones to evoke coffee and cocoa, and a lighter shade to get closer to caramel. All these shades refer to the drinks and pastries found in a coffee shop, so you can identify with the colors to imagine the flavors you'll find.

The logo is a typographic composition with a serif typeface to add class and seriousness to the logo. I've also added a section of the logo in italics to add modernity, as well as elements such as paranthesis and copyright.