In the summer of 2014, a woman asked me to create a logo for a café she was thinking of starting. The guidelines: The design had to incorporate two equilateral triangles (one inside the other), as well as a central spiral. Plus, the design had to embody the café’s concept as a place to buy organic coffee (and gluten-free baked goods) and function as a meeting place for people looking to travel to sacred sites around the world.
With spiritual seekers firmly in mind as the target audience, I began with the core of daily living as it’s commonly viewed. I drew a small triangle with the base downward to represent the typical career model of working one’s way up to the top in business. Behind this, I inverted a larger triangle to represent expansiveness of vision and thought. I also set curved lines along the top of the design to both soften the hard lines of the triangles and accentuate attention upward. I understood the request for a central spiral shape was to represent the café’s concept as a meeting place, but I drew the tail of the spiral downward to lend the appearance of steam curling up from a cup of coffee. As the café was also envisioned as a place for people looking for growth, I set the upper portion of the spiral with a small projection, as if the spiral were a seedling sprouting its first small leaf. Yet I went with a brown-orange texture for the spiral to retain the idea of coffee while filling the backing triangles with complimentary green and yellow hues to convey the sense of freshness, green growth and other things in alignment with organic foods. Further to the idea of naturalness, I finished the design with angular outlines to lessen the sense of machine-produced preciseness.
In the end, the client went with a simpler version of the logo. While the design had originally been envisioned as something to be used on the front door of the café, she felt a cleaner design with simplified, bold colors might translate better to business cards and other stationery.