The concept behind this logo was to create an exceptional coffee design that separated Coffee Expressions from every other coffee shop. To do this, I knew I needed to incorporate something that was unique to the shop. I decided to use their slogan “Coffee for independent thinkers” as design inspiration. I used espresso art in the logo because it is a way for baristas to express themselves, which also ties into the name of the coffee shop. By turning the espresso art into a light bulb, the design now appropriately reflects the shop’s slogan. I added extra lines and circles to pull everything together. The badge-like design allows the logo to be used on multiple medias to represent the business.