On this post we come up with a rebranding proposition for the Swiss company Nespresso. To be more precise, we will introduce a new logo, isotype, imagotype and isologo (as a reminder, these concepts were explained in a previous post).
Although it is known that Nespresso’s most important product is the coffee capsule, in this occasion we are going to focus on its coffee machines. For that reason, all the little graphic universe we have created is oriented to this product.
With the aim of keeping the essence of the original logo and being in line with a minimalist perspective, we opted for using the typography Code –with the letters in upper case–, which stands out for its simplicity and for not having serifs. In addition, we have selected the black colour for being one of the main Nespresso corporate colours.
The isotype consists of a symbol that represents a mug being filled by a coffee maker. Specifically, the coffee cup –in white colour–is located inside of a black-coloured rounded rectangle (we have prioritised round finishes in order to make the icon more pleasing to the eye). Furthermore, we have placed at the top of the rounded rectangle a cut-out sphere which represents the head of the coffee machine.
In the case of the imagotype, we just have combined the logo with the isotype, placing the first in the lower part of the second.
Finally, for the isologo we have integrated, in the same body, the symbol of the coffee machine and the company’s naming. To make that, we first placed the coffee cup on the left side of a black-coloured elongated rounded rectangle; afterwards, we located the naming –also in white colour– in the remaining space. However, the head of the coffee machine has been placed outside the rectangle to make the coffee cup being big enough to be easily appreciated to the eye from a considerable distance (otherwise the mug wouldn’t stand out so much); moreover, this also allows us to provide the isologo with a distinctive, striking, and characteristic element that breaks expectations.