CROSSROADS COFFEE
2023Crossroads is Appalachian State University’s coffee shop that serves fresh coffee and baked goods from local partnerships in an on-campus location best suited for the busy schedules of students and faculty. The visual identity reflects the vibrant nature of the student union and the shared connections made as students break to grab a drink or catch up on assignments.
Designing a coffee shop logo in a way that has yet to be done before was a challenge. Shown in the sketches above, I brainstormed ways to incorporate parts of Crossroad’s centerpiece, a giant, six-head, stainless steel espresso machine, into the shop’s new brand identity. With dials, pipes, and gauges in mind and the fact that most students rely on espresso to power them through the day, I was inspired by the aesthetics surrounding vintage American gas stations. Who wouldn’t love to refuel at an exciting-looking pit stop at the intersection of two long roads?
By now I had ruled out any “C” coffee logos. The thought of developing an identity reminiscent of mid-century design was too intriguing. The final logo’s winding curves symbolize the unique routes customers take from their classes to Crossroads.
