When designing the logo for Lift Coffee Co. I had 3 major challenges to consider.

1. The business is putting money into the best quality coffee, so branding should look good, but also be affordable to reproduce.
2. Branding should be elegant, and avoid coffee logo cliches
3. the concept of 'Lift' needed to be addressed in a subtle manner.

These challenges were met by creating a simple 1 colour logo which can be printed, stamped or embroidered at a relatively small cost. The Futura typeface was made taller and the tittle of the 'i' is lifted off slightly and tilted to match the diamond holding shape.

Simple and effective.