Seattle's Best Blood Donation Clinic

The old, more classic looking label, changed to the simple, new one

 

Coffee and Graphic design are two inseparable activities and are usually combined for the best results. As such, I find i'm in the cafeteria many mornings to get coffee, and our school serves Seattle's best. This being the case, some classmates and I noticed right away the dramatic re branding.

Our first reaction was it definitely looks like a blood donation clinic, with the stark white droplet amongst the red. It really has a sort of sinister and unsettling look to it. In a way, it also looks like a happy face. At first i thought it was such a terrible rebrand, but now I'm actually fond of it, that is, with a few changes.

To completely get rid of that blood-like feel, I think the solution would be to simply make the red a nice, rich brown. The type could be left red. With that simple change, the logo would seem fairly classy, modern and clean in a competitive coffee market. The old logo is classic, but it also feels cheap and dated. The new logo is definitely a step in the right direction in establishing a quality coffee brand, but it still in need of tweaking. Another solution would be to make ripples in the coffee and ditch the droplet, which I wouldn't necessarily associate with coffee.