Mr. Coffee by Blacktop Creative. The coffee maker company wanted to appeal to a younger consumer base, therefore they changed their logo

The logo I chose was Mr. Coffee because not only do I love coffee but I thought that the redesigned logo was interesting. Clearly, the before logo was geometric and representational. The typography is hard, straight and regular lines. You can tell it is man made and mathematically made to be perfectly proportionate. Inside the O are shapes that are symmetrical to each other, creating a flower shape.

The after logo is more organic. The typography is natural, more hand drawn with a more personalized feel to it. Although “EST. 1970” is geometric, Mr.Coffee overpowers it, giving the brand a more soft and complex look towards it. I personally prefer this logo because it is more inviting and personalized. Its imperfect yet simply creative.

For the images, the before logo is more mediated than after. It is more balanced, although there is nothing wrong with how after is spaced. They both have qualities that compliment the brand. Yet, another aspect to consider is that the after logo has more information within it. Instead of just saying the brand, it includes when it was founded. That can throw off its mediated space.

Overall, I would say that Mr. Coffee stuck to being more representational than abstract. Both logos are easy to read and have somewhat symmetry in each. Regardless, this company is successful and did not need to branch out to draw more customers in. I think the reason why they updated their logo was to become more personal and appealing to the coffee industry, whom is more indie and abstract in itself.