(Est. 1963) “Born and brewed in Southern California since 1963, The Coffee Bean & Tea Leaf® is the oldest and largest privately held specialty coffee and tea retailer in the United States. Since opening our first cafe in Brentwood, California, we have always been passionate about connecting loyal customers with carefully handcrafted products. Today, throughout our organization, and our hundreds of locations around the world, we remain committed to our original vision of quality and customer service. The company has grown to be an international icon and currently has more than 1,000 stores in over 29 countries.”
Images (opinion after)
The old logo has been around for so long that its shortcomings are sort of forgotten but, OMG, what a bad logo. Bookman Italic with swashes on a curve, heavily distressed, with poor renditions of a coffee bean and a tea leaf. Aesthetically poor and conceptually bland. The new logo tries to fix what was broken through a facelift that minimizes the distressed effect, fixes the typography to be more readable, rearranges the furniture for an equally confusing read, and keeps the same basic bean and leaf drawings. It instantly feels cleaner (by comparison) and more contemporary but it’s still a wonky logo. Trying to read the full name, “The Coffee Bean & Tea Leaf” is difficult with the “The” being super tiny at the top and the “&” hidden in the center — the latter being a less than stellar move given that the identity tries to use the ampersand as a key design element. Purple is now the key color, which is much better than the heavily brown look they had before. It’s an okay update because the old one was so bad but, given the elements to work with, this could have been so much better.
Thanks to Abe Vizcarra for the tip.