Silver Cup Coffee

Fun fact about my process. I (almost) NEVER start a brand identity project with the logo. I usually begin by playing around with how type, imagery, color and copywriting work together. To me, these are the true building blocks to the brand expression. Once you land how these elements work together (on say, a menu design), the logo comes easy. And with all these strong supporting elements, the logo doesn’t need to do any heavy lifting. Not exactly what they teach in design school.  

Jim Kennelly
Brand Expert, Designer, Illustrator, Commercial Artist.

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