The branding of coffee roaster and cafe Common Room in Costa Mesa, California is a simple two-dimensional, flat icon of a coffee cup and saucer. It appears repeated in a diagonal pattern across the cafe’s exterior, a mysterious gray single-story brick warehouse-type building in a light-industrial business park devoid of shops and the hustle-and-bustle street traffic that comes with it. The windows are darkly shaded. Both its location and secretive minimalist architectural design give it an air of mystique.
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 cafe at Menotti’s Coffee is a third-wave espresso joint and a friendly little hub for the legion of caffeinated locals and a certain stylish subset of Silicon Beach worker bees in the heart of Venice in Los Angeles. The baristas are serious about their coffee game but with zero pretension, in spite of the smattering of hipster accoutrements. Sure, there’s a skateboard and fixed-gear bicycle propped against a wall inside the cafe, and there’s beautiful, curated art photography on the wall, but its presence seems more a natural byproduct of taste than strategic. Across from the cafeteria is the famous, epic-scaled Venice “Touch of Evil” mural. On a slow day, we’ll cruise over to Menotti’s on our bikes for a long break and a flat white cappuccino.
Menotti’s Coffeeはロサンゼルスのヴェネツィアで “Silicon Beach”で働くスタイリッシュな若者やカフェ、親しみやすい小さなエスプレッソバーです。 カフェバリスタはコーヒーについて真剣です。 彼らにはプレテンションはありません。 しかし、彼らはヒップスターです。 もちろん、カフェの中にはスケートボードと固定式の自転車があります。 壁に美しくキュートな芸術的な写真があります。 これはメノッティスタイルの例です。 カフェの通りを渡って、有名な、壮大なサイズのヴェネツィア「Touch of Evil」の壁画があります。 私たちが忙しくないとき、仕事から休みを取って、メノッティに自転車を乗せて、美味しいフラットホワイトのカプチーノを飲むことにします。
UK artist J Goldcrown has made these “Lovewall” / “Bleeding Hearts” murals of simple, spray-painted hearts part of the urban scenery of Los Angeles and New York throughout the past year. This one is painted at the entrance to Alfred Coffee, a popular cafe in the fashionable “establishment hipster” neighborhood of Silver Lake in Los Angeles.
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.”