We’re excited to unveil our new look! After digging deeper into who we are, we created a brand that reflects the evolution of our company.
While we may look different, our core values have not changed. We will continue to work to simplify cafe operations and commit to the success of our partners.
Let us take you through some of the key elements of our new design.
At cups, we are more than our name suggests, so the cup icon had to go. We wanted a simple logo that could work well in the diverse setting that it needs to be used in and in lowercase to evoke our approachable nature.
We worked with an illustrator to add a more human touch that our brand was missing. Above are some examples of the new cups illustrative look.
cups needed a refresh in color too. Before, this was the only brand color. We knew we needed a more versatile color palette that would work well with black and with white copy and images. It needed to be bright and inviting to showcase our approachable disposition as a culture.
You may notice the organic shapes and waves that are now part of the cups brand also. We’re a company that is imaginative and adaptable with the needs of our coffee service customers. It also feeds back into the fun approachable nature that comes with the cups team.
Below are some examples of the new design.
We look forward to sharing our new identity with you! This is just the beginning. There is more in the works for cups and for our valued customers, so stay tuned.
Feel free to reach out with any thoughts, requests, or compliments. If you’re feeling social, go ahead and connect with us. As always, don’t hesitate to get in touch.