Scooter's Coffeehouse changed its name to Scooter's Coffee and Yogurt and to reflect the new positioning Thought District created a new branding identity with a national presence and consistency. Along with the brand identity Thought District developed the franchisee materials including grand opening procedures and outdoor signage.
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April 11, 2012
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The reposition, strategy & applications are good.
But the Stone Serif logo looks more sterile & forgettable now. The spoon & honeydipper (???) are poor choices as symbols. I realize the yogurt-dipper thingy is likely an undstood symbol in-store. But to outsiders, it's a long fly swatter.
Posted by: VanEngine | April 17, 2012 at 01:29 PM
Agree with VanEngine. The honeydipper is a tough one. That shape could be so many other things.
The logo has lost some soul compared with its previous iteration.
Good work with the in-store stuff. I'm still getting way too much of a "Chipotle vibe" from all this, though.
Posted by: Dave | April 19, 2012 at 10:08 AM
Well said, Dave. It feels like they intentionally feminized the design, but over-sterilized it in the process.
Chipotle is a good call: brown, red, geo-sans type, open feel, simple custom icons.
Posted by: VanEngine | April 20, 2012 at 11:15 AM