Color

Firstly I wanted to establish a color palette, I went for a green, and dark brown color, as they can be used between eachother to create contrast (as seen in the logo grabbing most of the attention), and the green gives a sense that this café is natural and organic. The brown color also works well with the coffee theme, and will allow most people to see the correlation.

Shapes

The logo is a top down view of a mug, resulting in a circular design, which contributes to the calming and cozy aesthetic of the café. I use horizontal lines to convey calmness and balance, and made these curve into a table with chairs. The curved lines stand out of the other horizontal lines creating a sense of rhythm and could give a sense of being outstanding or innovating, emerging from the traditional.

Font

I wanted a font that could convey a more traditional association (hence the “Since 19xx”), I ended up with the font Oculi designed by James Hultquist-Todd, an easy to view serif font creating a professional and traditional look.

The Gestalt theory of Symmetry and order

I wanted the entire design to be easy to view, therefore I made sure that all elements were aligned similarly, hence why everything is centered and all line widths are continuous.

The weight is equally distributed across the design with a stronger color and larger text and elements at the top creating a natural point of interest, and more – but lighter colored and smaller – elements at the bottom of the design.