• We first obtained a deep understanding of our own business model, concepts, and future development directions, as well as of our competitors' business trends and visual design, before developing a coffee brand. After determining our most advantageous conditions, we transformed our intangible brand concept into the tangible SPR COFFEE logo via a creative process. We hope that our logo possesses creativity and a deep image, can differentiate our products and services from those of our competitors, and make our brand a favorite of people from all walks of life. Because we know that a brand's visual design is the most direct means of communicating business strategy, we hope that SPR COFFEE's brand image can embed itself in customers' hearts and awareness, achieve a high level of recognition of the SPR brand, within the shortest possible time.
  A brand logo is a symbol, name, noun, or combination thereof clearly stating a thing's characteristics. It uses pure, obvious, and easily-identifiable shapes, graphics, text, or symbols as an intuitive language. Apart from expressing the characteristics of the business, a logo should also be able to convey meaning and emotion, and induce activity. Based on these considerations, we have designed the SPR COFFEE brand logo to encompass two major aspects. First, the logo design and its interpretation reflect all of the brand's visual elements and their connotations. Second, the design has been reinforced to promote future brand marketing efforts. We expect that the brand can serve our customers in a pleasing manner, and will help us quickly achieve customer loyalty.

Design of the SPR COFFEE brand logo

• 

• As for the overall styling, the curling letters "SPR" form the main subject. These letters are an abbreviation for spring, and convey a sense of youth and exuberance. We therefore use the letters SPR to express that this is a relaxed, vibrant, and warm professional service industry. In addition, the glossy leaves of noble laurel arranged between the words convey a dynamic feeling of all four seasons being like spring. We have used our desired primary color of green as the background because green is the mother of the natural world, and represents rebirth, growth, change, innocence, and abundance. Green can ease stress and fatigue, and give people a feeling tranquility. Green is therefore used as the dominant color in the overall visual scheme. Furthermore, the white represents purity and holiness, and signifies the goodness that comes from heaven. we therefore depict the letters SPR and its laurels in white on a green background, which has the effect of making the logo more eye-catching. We further incorporate imperial gold to express our enthusiasm for service and outstanding service attitude, while rendering the COFFEE element both noble and energetic. Finally, we use the oval shape made famous by the White House's Oval Office to enclose the foregoing design elements and express our company's internal and external cohesiveness and solidarity. This is how today's SPR COFFEE brand logo was created.
  Brand logo production guidelines: Because of the oval shape of our trademark, and the fact that there are no unified requirements or standards for ovals, great care must be taken in controlling the size of the logo. Otherwise, different design personnel might produce logos that have different shapes, or that are fatter or thinner. In view of this situation, the oval must be correctly drawn with a height to width ratio of 1 : 0.8. As can be seen from the figure, if the height of the oval is 40 cm, the greatest width will be 32 cm. Regardless of whether the logo background is green, white, or black, we seek to transmit to consumers visual information that is integrated and continuous. Since the background color is dark, we can therefore choose to use a full or partial reverse white method of expression. For instance, we retain the complete trademark logo when the background is green, but we render the trademark wholly in reverse white when the background is black. Each of these two methods of expression has its own distinctive features. Since we should not pass up any opportunity to publicize the company when expressing the trademark, we may therefore add the corporate Web address below the trademark when producing the brand logo. Furthermore, in order to facilitate reading and recall by consumers, we can write the English words in capital and lower-case letters. For instance, we can write "www.sprcoffee.com" as "www.SprCoffee.com." Finally, the company's free consulting telephone number may even be added when felt warranted.
  Font production and combination guidelines:We provide relevant guidelines to ensure that the Chinese and English fonts used by the SPR brand are consistent. For instance, English and digital letters must use the correct font, and may be either bold or normal depending on the situation. In addition, we also provide identical rules and regulations for the use of Chinese characters, which must be block dark or block bold. The text in the corporate logo is written in accordance with the normal English direction of from left to right. Chinese text should also adopt this left to right direction. If text and the logo are presented simultaneously, the trademark logo must be placed in front of the text, which is to say that it must be placed in the most left position. If text used on signs with different styles or different background colors, we can portray the text in an eye-catching manner. For instance, we can write the letters "spr" in "espresso" using capitals to create "eSPResso," which is both interesting and also highlights the characteristics of our brand logo (Note: We have registered trademark rights to these English letters.).

• 

SPR COFFEE standard colors and auxiliary colors

• The colors used in corporate brand designs must be established on a deep foundation of traditional culture, and must also be consistent with contemporary international trends. But of course the most important thing is that brand design colors reflect the company's color scheme. As a consequence, brand logo colors ultimately must be realized from new concepts and the harmony of real life, while also invoking the unity of humanity and nature. Apart from standard colors (i.e., standard green and gold), we may sometimes need other auxiliary colors to achieve a highlighting or reinforcing effect, so we have added green and brown. Furthermore, in order to correctly judge the visibility and readability of the SPR brand logo, we also ask that the same enlargement of the trademark and text be used.
  Of course complementary colors can be used in coffee shop design to create an ambiance. We have opted to use warm and harmonious colors on walls, and also ask that certain guidelines be met in the use of these colors. Paintings hung on walls must be consistent with the nature of the operation. Furthermore, since people's visual habits dictate that they see only decorations below a height of three meters, we therefore use molding to create separation, and then apply gray and black paint to the wall area above three meters.

• 

Expression of SPR COFFEE's brand identity

• Different brand logos express different styles of corporate behavior, and also reveal different corporate personalities. Strong corporate competitiveness is inevitably accompanied by a highly distinctive brand logo. This implies that the presentation of a company's brand logo should express that company's corporate culture and personality. We have therefore attempted to use the company's brand logo in different configurations so as to achieve design creativity. As far as we at SPR is concerned, regardless of whether it is hung on a wall or standing on the ground, we take great pains to pair the SPR COFFEE brand logo with appropriate props in an effort to give the logo greater value. For instance, we use hard structural materials on walls or in corners to highlight and express our lofty brand logo. On the ground, our high-minded iron man (or the SPR pianist) serves as a mascot supporting our brand logo. Most people are probably familiar with the similar example of McDonald's placing mascots in their doorways. The biggest difference is that SPR's pianist is playing soothing jazz throughout the store.
  Everyone knows that hand-crafted items are most esteemed among the dazzling array of products on the market today. In fact, hand-made has come to symbolize a gold guarantee. For instance, Rolls Royce has repeatedly advertised that its cars are hand made. In light of this situation, SPR has commissioned a US professional organization to portray the SPR and SPR COFFEE brand logo and brand totem using hand-crafted wire. We would like to share these interesting works with everyone.

• 

SPR COFFEE's creative logo ideas

• It is no exaggeration to say that brand competition is creative competition. Everything connected with a brand is also connected with creativity. Today a brand does not actually exist on the shelves of stores, but rather in the minds of consumers. As a consequence, a brand logo must have the creative characteristics of extendibility and expandability. While ensuring that it provides visual identification, we must do our best to present striking images of the brand logo. For instance, we can use different materials to express the logo's connotations, and can transform the logo into visual images with even greater impact. In other words, a brand logo should possess a high degree of animation and versatility with regard to image. For instance, we can present a brightly colored logo in simplified form, or use lamination or achromatic methods to express the SPR COFFEE brand logo on a glass wall, yielding a dreamy, illusory appearance. This lends credence to the words of the sages: existence is also emptiness, such is the Way.
  Of course we can also embroider the brand logo in a carpet and place it a store's doorway, letting people step on it as they stride into the store. This method can create a vibrant welcoming atmosphere, lend the environment a feeling of friendliness, and achieve a good guiding effect. Furthermore, the brand logo can be cleverly combined with newly-introduced products in order to achieve a stronger effect. For instance, if a customer wishes to try delicious SPR Soup, we can pair the brand totem with a pot and soup ladle to create an interesting creative totem.

• 

SPR COFFEE school's extended identity

• When consumers recognize our products and culture, reasonable brand extension both enhance the expectations of customers (including both consumers and franchise stores), and also boost the company's economic effectiveness. Based on this notion, our coffee headquarters, apart from being a business entity in its own right, is also fulfilling its responsibility of providing continuous education and training to franchise stores throughout the country. We further consider it our duty to provide correct coffee knowledge to the public, and offer training opportunities to those persons who wish to improve their coffee skills. In light of this, we have established a training school intended to boost professional coffee-making skills—we call this our "coffee university." Since the school's logo must be differentiated from that of our coffee operations we have also designed the SPR COFFEE School brand logo.
  The design concept of the school's brand logo consists of the following: Orange is a symbol of prosperity and pride, and also signifies strength, intelligence, knowledge, and ability. People who like orange are enthusiastic about nature, curious, and fond of seeking knowledge. We therefore employ orange as the school's predominant color. At the same time, we render the name of the school in a succinct, complete, orderly manner, and surround it with coffee beans, coffee cups, and the aroma of steaming hot coffee, to create the school's logo. We have also extended the colors of the school logo to the school's teaching materials, and pay close attention to the design of class schedules. We hope that the school's trainees will find their training classes to be very productive. At the same time, we have also established a school web site (www.SprSchool.com), and have set up coffee training classrooms and practical working areas.

Brand protection reminders

• A trademark is an important aspect of a brand. Successful registration of a trademark with the national Trademark Bureau will give a company exclusive trademark rights enjoying legal protection. A trademark-holder can use legal methods to maintain its legitimate trademark rights. As a consequence, a company should strive to realize the effect of its brand logo in the form of market share, extra profits, or a better appraisal of its trademark value. A successful brand therefore has great influence and value.
  To head off any potential disputes and operating difficulties, a company should certainly conduct trademark registration of all brand-related businesses and products when it first begins brand operations. Trademark registration will ensure that others will not unscrupulously take advantage of one's own hard-earned brand results, and cause economic losses or damage to the brand. Based on this awareness, not only must we conduct trademark registration for all of the aforementioned content, but we must also secure patent protection for our original brand designs. And we must also obtain relevant protection in other major countries and areas apart from the country in which we are located. 
  platforms in order to gather new knowledge and engage in mutual communication about brand differences. ……
  To ensure that our brand develops soundly and lasts indefinitely, to continue to improve our brand, and to further enhance the value-added of our products, we hope to fulfill our responsibilities towards our brand, and we expect embody our culture in our professional brand operations; we also look forward to continuously injecting fresh blood into the heart of our brand. We know that we can achieve strengths and sound growth only by implanting our brand in consumers' hearts.