Prophet (New York, NY)
Green Mountain Coffee, with its strong roots in Vermont, has a rich history in fair trade, social responsibility and carefully selected and roasted coffee. The new branding, inspired by its birthplace, honors it legacy but with a more contemporary look and feel. The new symbol embodies the company's roots featuring the region's signature geography and the core of its business — the coffee bean.
Images (opinion after)
This is like night and day in the before and after comparison. The old looked cheap, generic, and like it belonged to a coffee shop in a secondary airport. The new logo isn't fantastic but it's definitely an improvement both in concept and execution. The mountains inside the coffee bean make for an earthy visual and the texture adds a nice touch. The typography, oddly enough, is not the same as the one in the Keurig Green Mountain logo, but it's close enough so I do question why they didn't make them the same. The new packaging is very pretty. The logo has a great placement and I like how they have maintained the illustration approach on the bag from the previous versions but with just a painterly background. With this update this starts to feel more like a national brand on par with something like Seattle's Best.