THE JOB:
Modernize the logo. Don’t alienate the audience.
THE OLD SILVER SERVICE BRAND
What was already working:
The Pear-Shaped Pitcher is Excellently Distinct from other Coffee Pot Logos
The Rounded Rectangular Holding Elements are Strong, Aligned and Balanced
What needed to be reworked:
The “kitchen sink” of varying line widths, patterns, and border styles
The font choices are hard-to-read when small, and the script signals “fancy” not “reliable”
The tagline and “Colorado” are near-impossible to read if the logo is smaller than a golf ball
THE REFRESH
The refresh should magically “feel just like it… but better.”
The biggest change is in legibility. Lettering moves away from “hand script” and towards “machine script,” reminiscent of fonts found on commercial appliances—for many, it will evoke dependability while feeling modern-yet-nostalgic.
Can you read me now?
Two noticeable updates were made to the logo, the lettering of “Silver Service” (+“Beverage Supply”), and the addition of a silver ribbon to the pitcher. The ribbon adds another distinct visual element to the brand that has long been associated with excellence.
It’s more legible, memorable, and trademarkable.
Reach out and let’s make
pretty + useful things.
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