The Big Oak Café is a landmark in Chambersburg, PA. Known not only for their coffee and espresso drinks, but also for their full menu, Big Oak is a favorite destination for locals. We wanted to help them create a timeless logo and brand identity that captured their authentic style and longstanding place in the community.
Sometimes an object, location, or style can bring a logo to life. In this case, an oak tree was the breath of life for the final logo. We focused on creating emotion through the movement of the leaf. The image of the tree moving and blowing in the wind was mimicked by the custom font creation. The iconic leaf that follows the curve of the type and the location name enhances the timeless feel of the brand.
There is never just one draft of a logo. There are always multiple concepts that lead to the final product. Throughout the logo design process, infinite options come to light in the form of descriptive words. In this case, we focused on words that evolve along with an oak tree: “strength”, “movement”, “whimsical”, “vast”, “growth”, etc. Those words drove our font creation, including stroke width and the sharp or curved angles, and the overall effect of a logo.
With the logo direction complete, we enhance the project with “brand attributes.” These are items that work together to form a complete brand. These can be tangible elements such as cups, bags, and packaging, but can also be intangible items like culture and customer experience. All of these elements need to form a consistent brand for customer awareness and recognition.
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