A boring logo does not a memorable brand make. We asked for the design story behind a few popular local brands’ looks.
Q. Where did the eye come from?
A. The logo—which owner Jason Valentine sketched before he even named his coffee roasting business—was inspired by his “all-seeing eye” tattoo.
“As a symbol it commonly represents having clear sight to find truth,” Valentine said. “It’s a symbol that resonates with me, and you can find the truth in the coffee.”
Q. What is that?
A. Said the married pair that owns the Short North street food space, Kenny Kim and Misako Ohba, in an e-mail: “The bottom character is a lazy hippo and the top character is a semi-feisty octopus girl.”
As for why they chose these anthropomorphic little guys: “A lot of Asian food companies use cartoons as logos and we liked the colorful, fun vibe of it. Plus. we thought it would help people to not take the food so seriously and just kind of have fun with it.”
Objects for the Home
Q. Why go simple?
A. “Our aesthetic has more of a modern rustic approach,” said co-owner Chelsea Cabot. “We like our merchandise as well as our packaging to feel earthy, but still be simple, clean and sophisticated. Overall, we are drawn to a natural color palette, relying on texture and pattern to give interest.”
For example, this free cloth bag used to send off newly purchased trinkets or charms at the Grandview home décor store.
Jeni’s Splendid Ice Creams
Q. Why use orange everywhere?
A. That’s Pantone 172, to be exact.
“It’s a great color, a really special color,” said Jeni Britton Bauer. “Ice cream is cold. Orange is warm. Orange has this sort of warm friendliness. A lot of ice cream cookbooks design with the color blue and I think it’s a mistake. I think you have to go the opposite, you have to create warmth.”
Other bonuses: Orange is eye catching and memorable, and no ice cream or sorbet that the company dreams up, Britton Bauer said, will ever as bright as the ever-complementary Pantone 172.