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Academic Coffee identity

Contributed by Leonardo De La Rocha on Sep 27th, 2020. Artwork published in
August 2020
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    Wordmark and color palette. The dashed contour shows the unmodified glyphs in KC Purple Cat.
    Photo: Leonardo De La Rocha. License: All Rights Reserved.

    Wordmark and color palette. The dashed contour shows the unmodified glyphs in KC Purple Cat.

    Identity and brand work for Academic Coffee, a coffee shop in San Jose, CA. With a funky and futuristic vibe, I leaned on the KC Purple Cat font from the type foundry Kern Club to create the new wordmark.

    Out of the box, the Purple Cat font provides a modern, groovy vibe. To improve the readability on packaging, I widened the stems and hairlines on each of the characters making up the name. As a nod to the original mark, I also kept the knocked out eyes in the As and the D.

    For further improved readability of the wordmark, and legibility of the letter D specifically, I re-shaped its form and rounded it out to draw the eye from left to right.

    The identity is in the process of being rolled out. For a full write-up on this rebrand project, see my portfolio website.

    Wordmark with alternative square forms and logo lockups.
    Photo: Leonardo De La Rocha. License: All Rights Reserved.
    Wordmark with alternative square forms and logo lockups.
    Coffee bag labels. Text is set in various styles from the  family by .
    Photo: Leonardo De La Rocha. License: All Rights Reserved.

    Coffee bag labels. Text is set in various styles from the Knockout family by Hoefler & Co..

    Illustrations
    Photo: Leonardo De La Rocha. License: All Rights Reserved.

    Illustrations

    Academic Coffee identity 5
    Photo: Leonardo De La Rocha. License: All Rights Reserved.

    Typefaces

    • Purple Cat
    • Knockout

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