Pure Soul Coffee Company logo

Client: Pure Soul Coffee Company.
Design Category: Cafe, Restaurant, Music, Coffee shop
About: A company logo design for Pure Soul - a New Mexico based retail coffee shop that focuses on espresso, natural smoothies and fresh squeezed juices. The location will also serve as a showcase for live music and local art..

Logo Brief: In the original creative brief, the client was fairly forthcoming about what Pure Soul stood for and what they wanted in a representative logo. This always helps TLF designers to more accurately, and quickly, come to a visual solution that is a great portrayal of core business activities.

The original naming process for "Pure Soul Coffee" involved the combination of several aspects of the business, and it was on these concepts that the client wanted to hone in on. "Pure" referred to the the purified water that is used in all the drinks served. "Soul" refers to the "heart and soul" of a coffee house and good coffee. Additionally "pure soul" played off the musical angle that was to be a main theme of the interior decorating and marketing. The coffee shop is festooned with jazz & blues photos and other musical artifacts and the live music featured at the cafe rounded off the creative direction of the cafe. To convey this multifaceted aspect of Pure Soul, the client wanted a logo that conveyed a hip, simple, modern, funky attitude with an overt reference to music.

The client even had some hand drawn sketches portraying "Pure Soul" interacting with a piano keyboard. One of these images featured a keyboard wrapped around the words, not unlike a musical halo. This image was the starting point for our designers and in a few rough sketch rounds, the key board had been worked into the coffee cup seen above. The glass reflections were illustrated as musical notes - a subtle approach that helped solidify the design.

The coloring of the logo was kept fairly simple - more the better to fulfill planned usages on out door signs, Logo T Shirts, mugs, etc. .

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