Without naming names (well ok, Cafe Nero, for one), the big-brand, high street coffee shops are a mostly dull and predictable collection of dreary, uninspired identities.
And although the rest of the Costa Coffee brand never strikes me as especially outstanding, what I do really love is the logotype’s simplicity. Crucially, not so much what’s there, but what’s been left out. A perfectly spaced and balanced five letters, creating a deceptively subtle, relevant wordmark that instantly stands out.
There might well have been initial, brain-storming thoughts of perhaps turning the C into a croissant shape, or the O into some kind of birds-eye view of an espresso. And maybe the beginnings of the ‘steamy’ S had all kinds of graduations and little blends to make it more… well… steamy. But no, the end result shows admirable restraint and works both as a simple word, but also as a unique, identifiable and cool mark. And like all the very best logos (well the ones I like anyway), it’s perhaps not immediately obvious, it kind of sneaks up on you.
Less is more, indeed.