I

THE JOB:

Modernize the logo. Don’t alienate the audience.

II

THE WORK:

THE CURRENT SILVER SERVICE BRAND

What’s Already Working:

  • The Pear-Shaped Pitcher is Excellently Distinct from other Coffee Pot Logos

  • The Rounded Rectangular Holding Elements are Strong, Aligned and Balanced

  • The Color Palette is Great (Maybe adding a classy touch of Silver)

What Needs Working:

  • The “Kitchen Sink” of Varying Line Widths, Patterns, and Border Styles

  • The Font Choice for the Brand Name is Hard-to-Read at Small Sizes, and the Script is Overly Formal for the Larger Beverage Industry

  • The Tagline and “Colorado” are Near-Impossible to Read if the Logo is any Smaller than a Golf Ball

III

THE REFRESH

The refresh should magically “feel just like it… but better.” The biggest change is in legibility. Lettering moves away from “handwritten script” and towards the dependable machine script reminiscent of fonts found on commercial appliances—for many it will evoke dependability while feeling modern-yet-nostalgic.

Adding a Universal Symbol of Quality

Two major 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 all more legible, memorable, and trademarkable.

Polishing the Tagline:

“Entertain Your Senses” just wasn’t the right fit, and I think it’s quite safe to stop using it.

The next one the client suggested suggested, “Products you love, service we’re proud of” had the bones of a good company statement but to be frank, “Products” is a lifeless word and ending a sentence with “…proud of” is more grammatically permissible in conversation than it is in print. So I started up the ol’ Tagline Polisher 2000 and see if she popped out anything that was‚ like the logo, the-same-but-polished:

But my hands-down-favorite is:

Service made to trust. Quality made to serve.

This helped avoid a common tagline trap—making it about your brand. Instead it humbly makes it about the customer—about their experience of working with you, and their experience of serving your product. I’d recommend this order (Service-then-Quality).

It’s better to say, “Trust me…it’s good.” than “It’s good…trust me.”

Thanks Olaf!

It was a delight to create with you.