The Grind is a small chain of coffee shops in Seattle, Washington. They gave only a few specifications in their brief, so I decided that it was important to stick to them as closely as possible. They requested that their logo not use the color brown, as all the other local coffee shops used that color. They wanted to stand out.
Unlike large brands such as Apple, Nike, or McDonald's that rely on their pictorial logos for recognition, I started sketching knowing that The Grind would be remembered by it's name, so a wordmark logo would be the best way to go. I wanted to use a "retro" logo with a bright background, a color that would be used throughout the interior of the shop and on menus, signage, and cups.