The logo for Intelligentsia Coffee’s “Black Cat” Espresso is the head of a black cat. It’s a bold and literal graphic with class and style, rendered so that the cat’s head is seen from a 3/4-angle, giving it some visual dimensionality.
Intelligentsia has put the Black Cat logo on some of the various cups and saucers it uses at its various architecturally-inspired cafes. Transferring the branding across these is a straightforward 1:1 application of the literal logo. Sometimes, whether you’re drinking Black Cat espresso or not, you get your coffee served in one of these Black Cat-branded cups, and these look pretty cool.
But Intelligentsia has also created some variations of the logo and occasionally, if you’re lucky, you’ll get your coffee served in a black ceramic cup and saucer, where the Black Cat logo is rendered in a lightened gold hue. It’s elegant its knocked-out contrast to the black ceramic.
When you get your cappucino served with this black cup and saucer set, it’s kind of special. The black and gold add another layer of smart sophistication and a dash of mystique to the brand. That the cat is in gold instead of black is a deft touch that, for those familiar with the usual logo presentation, may be seen as an aesthetically clever and playful twist on a familiar and already likeable and strong visual cue.
All this further supports the larger Intelligentsia Coffee brand and reinforces the company’s reputation for great design and well-defined sense of style, whether expressed in the architectural design of its cafes or the form factor of its ceramic mugs or the high-graphical aesthetic of its coffee packaging and t-shirts.
The original location of the iconic and legendary bodybuilding mecca Gold’s Gym is a block away from the sands of Venice Beach in Los Angeles. The painted logotype signage on its facade is faded, and that, coupled with the simple architecture of the building, suggests the gym’s vintage and no-nonsense austerity. This is where Arnold Schwarzenegger trained as a bodybuilder in the 1970s and ’80s before launching his action-film career. A few blocks away stands a much larger and modern Gold’s Gym where the bodybuilding tradition continues.
Auteur film director Wes Anderson has produced an amusing short Christmas film (see below) as long-form commercial for the global Swedish clothing retailer H&M. It’s called “Come Together” and stars Adrien Brody as the conductor of a train carrying passengers through a winter holiday storm. The four-minute film is an exercise in branded content for H&M. Aside from a logo “bug,” branding itself and commercial messaging has been kept to a minimum at the end of the video. “Come Together” is quintessential Anderson in terms of style, editing, production design and cinematography, and it is as visually charming as anything we’ve seen from the director. Anderson has directed commercials for other brands in the past and you can see some of them online at AdWeek.
The curb in front of the Alfred Coffee in Silver Lake, Los Angeles has been cheekily employed as signage, and as such a clever branding device that bears the cafe’s slogan in stenciled white-on-black paint: “But First, Coffee.” Whether this guerrilla marketing tactic is legal is unknown. (We suspect it isn’t legal and they didn’t ask the city for permission.) In the extreme car culture of L.A., where people are especially attuned to the meanings of the city’s various color-coded curb markings, finding free, legal street parking can be frustrating. Alfred Coffee brings a welcomed touch of levity to the experience, as well as a reminder of our caffeinated priorities.
One more note … On the sidewalk is a purple stencil street art that riffs on graphic designer Milton Glaser’s iconic “I Heart NY” logo concept, but the graphical quality with this street stencil is muddled and it isn’t clear what the message is. But the “heart” part of the visual trope looks a lot like the face of legendary film actor Jack Nicholson as he appeared in Stanley Kubrick’s “The Shining.”