LOGO
REDESIGN
For this project, I developed a new, engaging logo design for Ballast Coffee that reflects modern coffee shop design trends while maintaining a strong connection to the brand’s identity. The design incorporates visual elements inspired by the origins of the coffee bean, creating a logo that feels contemporary while highlighting the story and journey behind the coffee.
My first refined sketch uses a timeline format, where each point represents a significant song. The second sketch explores a more three-dimensional concept, using the first letter of each music genre as sculptural forms that represent each genre. For the third sketch, I drew flowing lines that mimic sound waves, with the names of music genres wrapped around them.
02Â Â Â Intial Sketches
RESULTSÂ
PROCESS
01   Original Logo Â
The original logo feels text-heavy and generic, with its sans-serif type and flat color blocks lacking a strong connection to coffee, craft, or brand personality. Its horizontal layout also limits versatility, while the design lacks the warmth and sense of origin often associated with coffee branding.
For my first round of digital iterations I wanted to create three cohesive yet distinct logos. While moving forward with digital iterations, I knew I wanted to make sure that the coffee plant was still included. I also wanted to create an immersive effect by making it seem like the coffee plant was peeking through other elements of each logo. I moved forward with a sleek san-serif font for a modern feel.
03Â Â Â Digital Iterations
