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Max Spector, designer
Laurie Carrigan/Joshua C. Chen, art directors
Joshua C. Chen, creative director
Chen Design Associates, design firm
Verve Coffee Roasters, client
In the brief two years since opening in Santa Cruz, California, Verve Coffee Roasters has garnered an almost cult-like following among coffee enthusiasts. This logo is part of the identity, packaging and integrated branding program. The flexible mark takes inspiration from the roasting equipment to denote five levels of graphic heat—simmer, low, medium, medium high and high (shown here). Typefaces: Custom-designed typeface (Verve, initials), Copperplate Gothic (Coffee Roasters).
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