Of particular note, a large use of fresh (some might say Asda) green and a very architectural girder or two that run through the space.

Fascia with entrance 'you are here' graphics and plant barrow to the right.

Interior with the big green girder

'Market fresh' produce with ubiquitous hand written blackboard graphics, one day someone will actually write these kind of things by hand

Salad bar close up

Spotted on LSN Global and Popsop and Fitch

One way of changing the environment without watering down the brand is to use found and refurbished objects, fixtures and fittings that are in keeping with the overall brand identity.

Graphics often becomes less important and the objects and furniture more valuable. How this style of retail will stand the test of time I’m not sure, it needs constant reinvention and reiteration to keep it fresh rather than the usual complete refit every five years or so.

A few examples of some more individual ‘third places’:

Roy Street Coffee and Tea by Starbucks

Originally from: Furfin

15th Avenue E Coffee and Tea by Starbucks

Originally from: Furfin

The Chin Chin Laboratorists

Originally from: Dezeen

Red Wing Shoes, Amsterdam

Originally from: Furfin

Starbucks concept store, Conduit Street London

Originally from: PSFK

And on this blog …

Albion and Rapha Cycle Club

Now a gallery it’s got it’s own website www.riflemaker.org and is available for hire.

Also worth looking at his flickr group of the café. The Rapha website’s not too shabby either and a nice video on Monocle.

These days there’s no reason not to have a shop, a pop up shop, a twitter, a facebook page, a van, go to festivals, write a book, a photo essay, a magazine, have a loyalty card, a website, a microsite, a tumblr, a flavors.me, print a t-shirt the list goes on. Brands that market themselves as authentic and have an idea win. Those that buy off the shelf and stick their logo on, fail.

Update: just came across another piece about Rapha here on everydaylife.style loads more to explore on there too.

Links:

Logorama essay by Adrian Shaughnessy

Logorama slideshow by Adrian Shaughnessy

Logorama movie site

Stills and interview with Francois Alaux and Hervé de Crécy of H5

The first set of pictures shows the ‘dch’ (danesi coffee house)  concept, ” … a real tasting place to experience the original Italian espresso and distribute new “coffee culture” products; each one is located in large city centres.”

What I particularly like in the interiors is the calmness and structure that’s provided by the overall colour palette but carried through to the straightforward large image that’s used and the furniture with its cutaway details and chairs with mini shelves.

My favourite feature though is the lighting, especially the lampshades that cut through the ceiling raft above the counter. All very calm and elegant. As usual it’s the attention to detail that makes places like these work.

The Danesi website is also worth a browse to see the products as well as all elements you would need to create your franchise.

The second set of pictures shows the ‘dsao’ (danesi small architectural object) concept, “a small coffee corner, conceived as independent platforms, ready to be located inside malls, airports, railway stations and trade shows.”

The main message here is to be consistent. You don’t need to change or tweak your logo every few years, add some shine, shift the colours, make it 3D or use the latest photoshop/illustrator technique tweak or round the corners or add a drop shadow to make it web 2.0 or whatever the latest internet led logo fad is.

What you can do is add to the story, add that extra layer, think how the BBC works. BBC channels exist as a layer beneath the main BBC identity and each has it’s own distinctive style and colour, the idents between programmes serving to give that quick reminder of where you are, the redness and to a lesser extent the circle/globe spreading through the channel, including the news.

If you’re story is wrong or not well thought through or a little frayed around the edges, or perhaps you’re tired of telling it and your customers are tired of hearing it. That’s where you need to change. Although, more often than not it’s not the logo that’s an issue it’s how it’s been used and abused and fallen into the trap of becoming an excercise in design or marketing vanity. You hear it often enough, “let’s tweak the logo”, “can we look at some different colours and typefaces” (how scientific!). How about don’t. How about getting back to the origins of the identity, using the guidelines that it came with and creating a better story that underpins the logo, so your customers can create your brand.

I go along with Jacob Cass on Just Creative Design that a good logo/identity is:

• Simple
• Memorable
• Timeless
• Versatile
• Appropriate

I’ll add into this that a good logo should:

• Provide clear identification
• Stand for your message and values
• Be an internal focal point
• Stand you apart your competition
• Be credible
• Create order
• Create merchandising opportunities (maybe)

More Coca-Cola/Pepsi:
Logoblog.org
Landor – Refreshing an iconic visual identity

More logo design stuff:
Brand New
Logo Design Love
David Airey