I've been working on a new logo with the help of my little sister. Here is the newest design we've come up, what do you think?
I bet you think that this is something I should have come up with months ago but it's just not going to work that way. Moko is a work in progress. We're never going to be as slick as a corporate store or even a single operator who has worked out all the details months or even years in advance. Sometimes I wish I had worked out all the details but I don't have the time - it's a compromise. One thing I have refused to compromise is the quality of the coffee and the food. What would be the point?
A little background on the logo. When I look at it now it reminds me of a logo that I vaguely remember from one of the modern art museums somewhere, but I didn't think of that till now. The original concept developed when I was in Starbucks and I was looking at the cup and the cup clutch ( the cardboard that slips over the cup) and of course the mermaid logo is on it. For some reason that got me to thinking about what Bruce Milletto said at CoffeeFest in Chicago this Winter. He said that when you design your logo try to make it look like the opposite of your competitors. Without getting into if I'm ever going to be competition to Starbucks that was the inspiration, if you will. Bruce gave some examples and one of them was that John Deere made green tractors so Allis Chalmers tractors are painted red.
The Starbucks logo is green and round and the Moko logo is red and square. Pretty simple really and I think it looks good.