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© 2019 Will Hare

Personal Barista Logo

Identity Design

About this project

Every weekend, I put on my barista game face and spend time putting my passion to work as a coffee professional! I wanted to create a logo that represented my barista career while playing on my current personal design logo.

It's a constant work in progress, but once I recognized that the second open counter in the W letterform reminded me of the shape of so many pourover carafes and their filters, the concept hit me. The V shape was perfect to tell a simple story of brewing coffee via pourover. The final version attempted to create a balance of simple, abstracted concepts, while staying literal enough to tell a clear story.

I originally envisioned creating a scene from my initials of a figure pulling a shot of espresso on a lever machine, but it seemed too complicated and not as scalable. It felt like a concept that would be better as an illustration instead of a logo.