Date: June 19, 2017
Created by: Dawood

5 Things to Avoid in Coffee Shop Logo Design

Your logo is arguably one of the most important aspects of your brand identity, alongside other elements including your brand personality and language. Given this, we have devised a list of 5 things to avoid in your coffee shop’s logo design. Check them out below:

1) Illegible Fonts

One of the most important aspects of your logo design is legibility. A successful logo will be easy to read with minimal effort and will also be scalable. Fonts that are highly decorative can drastically reduce legibility due to distorted letterforms and in worst cases lead away potential customers!

2) Overpowering Textures

Applying heavy texture to your coffee shop’s logo can also reduce its versatility in addition to its legibility. Textures can cause issues in terms of applying your logo onto different surfaces, which may limit application and result in you needing to create multiple variations. However, this isn’t to say that texture shouldn’t be applied to logo design, but should be done within reason.

 3) Multiple Colours

 Multiple colours within your coffee shop’s logo design can weaken your brand image and create brand confusion. A general rule of thumb when choosing colours is to limit choices to a primary and secondary colour with the logo generally appearing in mostly the primary hue.

 4) Longwinded Taglines

 The purpose of a tagline is to help customers identify what it is that your establishment offers. Successful taglines are short, sweet and straight to the point and usually help to support the main logo, especially if the logo name isn’t overtly obvious. Most establishments focus on including their main offerings, for example Coffee, Cakes and Pastries, but may also opt for something more general such as ‘Coffee & Food’.

 5) Imagery

Some establishments will try to add imagery to their logo design in the hopes it will explain their offering or what their brand is all about. However, adding imagery only achieves the opposite and can leave a bad taste in customers’ mouths. On the other hand, iconography is a more successful and appropriate solution to including a more illustrative approach to your logo design. Iconography can be equally as supportive as a tagline but should be easy to identify and explain what it represents.


By Dawood Pathan

For further advice on your coffee shop or restaurant’s brand design, contact Catersales at or call 020 8684 6500