A unique and friendly-looking logo designed for a cafe in Jaipur, facilitated expressive brand communication and freshness in usage via its colour combinations.
Background
Eclectic ambience, uplifting music, wide range of curated coffees, drinks and snacks on the menu and central location were just some of the highlights of My Place — a unique cafe in the heritage city of Jaipur (Rajasthan, India). It was managed by the team of the well known vegetarian restaurant Indian Spice in the city.
Design of a logo for My Place Cafe was commissioned in 2016, at its inception. Targeting mostly a young audience, the cafe was conceived and designed as a place to hang out and feel at ease, play games, read books, try a hand at the guitar, or just chill.
Logo Design Rationale
Upon receiving the design brief from the client, the designer visited the cafe (under construction) several times to get a feel of the place and took note of some of the interior design nuances. Extensive discussions about the logo took place with the client, based on which the designer worked on and presented several logo concepts for consideration.
The Approved Logo
The logo option finalised by the client looked like the cafe name sketched with several colours on a torn piece of paper or scribbled on a note pad. It represented or depicted a casual attitude, spontaneity, playfulness, and expression with a sense of freedom and ease.
Logo Colour Combinations
Initial colour scheme of the logo was derived from colours used in the cafe interior — which was dominated by beige and browns, with touches of bright colours.
Once the logo was approved, the designer thought about its usage and realised that one colour scheme would be too restrictive as the logo needed to have a sense of freedom. Several colour schemes were then developed for the logo.
The approved logo was artworked in multiple colours, giving the client a range of colour schemes to use for different purposes, and in the long term.
Logo Typography
Peixe Frito — an expressive display typeface by Billy Argel Fonts — was used to compose the cafe name in the logo. Character spacing within each word was manually adjusted. The font’s casual, sketch-like appearance went very well with the ethos of the cafe, and played a dominant role in shaping the logo’s look and feel. Overall, it appeared playful and friendly, but also mature and not child-like.
Some Examples of Logo Usage
Here are some mockups showing the logo in use.
The Logo Concept in Brand Communication
Concept of the logo also paved the way for developing on-brand communication for My Place cafe, where the font and colour combinations were used extensively.
Technical Notes
Upon approval, artwork files of the logo (in each colour variant) — for accurate reproduction in print and on digital screens, were created and submitted to the client. They included a version of the logo in grayscale, for reproduction in black and white or one colour print jobs.
In Essence
The logo visually depicted a sense of casualness, friendliness, freedom and ease. It was appropriate for a cafe promoted as a hangout space for young minds. Its expressive font and range of colour combinations made its usage exciting, while facilitating a strong brand look and a sense of freshness in communication.
MyPlace Cafe logo was designed as a unique identifier for a truly unique cafe. Its young and spontaneous look also signified changing times in context to the traditional and historic image of the city of Jaipur.
Kindly Note
My Place Cafe is currently closed.
Copyright Information
My Place Cafe logo and all designs featured in this article are copyrighted and may not be copied or reproduced in any manner. © Copyright 2016, Atithi Residency Inn LLP.
Photo Credits
- Photograph of coffee being poured in a cup courtesy Chevanon Photography on Pexels
- Coffee mug image and FaceBook page mockup courtesy Designed by Freepik
- Takeaway coffee cup, coffee beans bag and standing poster images courtesy Designed by rawpixel.com on Freepik
- Leaves shadows on standing poster and coffee beans pack courtesy kjpargeter on Freepik.com
- Paper bag mockups courtesy Yeko Photo Studio / Racool_studio on Freepik
- Photographs of coffee and cookies, and woman working as a barista courtesy Freepik.com
- Photograph of hands holding coffee cups courtesy Justin Bhalla on Unsplash
