First draft logo for brü coffeeworks based in Chicago, IL
My initial thought here was to create something minimal that holds a strong concept by using the umlaut and a recognizable symbol.
The umlaut is being emphasized as not only part of the
brü coffeeworks name, but as an actual mark that represents a cup.
Consequently, I noticed some subliminal imagery in this design as I was finishing up. A smile.
This does nothing but generate subtle positive associations and personality with the brand.
To me, this was a very fortunate surprise.
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