New logo: Espresso House

New logo.

Espresso House is a Swedish coffehouse chain, with locations in most cities in the southern half of Sweden. Starbucks has long been absent from the Swedish market, and Espresso House has filled much of that void. The first store opened in 1996, and since then it has expanded to at least 95 locations.

Old logo.

The Espresso House concept shares many similarities with Starbucks. The circular Espresso House logo is also suspiciously similar to the old Starbucks logo, but uses a coffee bean instead of a mermaid/siren/whatever.

Now, Espresso House are launching a new look, along with a completely new version of the coffee bean in a circular frame. The Norwegian design studio Holidesign, who have much experince in branding coffee, have taken credit for the new look. The typgraphy in the new logo is more balanced than the previous one. The new colour scheme based on earth tones and the new composition provides a vintage feeling. The vintage theme is then carried on in packaging and in-store graphics.

Even though Holidesign announced their work for Espresso House last year, the new logo is yet to appear on Espresso House's official website, and they don't seem to have made any announcements about it.

The following images were published by Holidesign:
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