We used an “A” with an interesting shape as the icon for Café Aroma’s logo and set the business name neatly underneath in a modern, condensed font. The letterform not only resembles a café stool, but it also houses the letter “M” and “T” which are the first letters in “Mallis” and “Tolley”, the last names of the café’s owners. We used warm gold and a cocoa brown for the identity to conjure images of warm baked goods and chocolatey rich coffee.
To depict mediation, we played with the concept of two clients and a mediator being represented as overlapping shapes. We created a Venn diagram and paired it down to the essential intersections to make a pleasing icon. The icon is reminiscent of two eye shapes, nodding to the idiom “seeing eye to eye”. The icon also hints to the form of a butterfly, suggesting metamorphoses. We used a bright, friendly, blue-green palette to make this identity neither feminine or masculine. A modern, sans serif wordmark compliments the icon or works great on it’s own. We took the overlapping shapes and blew them up to make sweeping blocks of colour to use as design elements in the business card and website.