ELEMENTARY COFFEE CO.
Brand Profile
Elementary Coffee Co. is a specialty coffee roaster in Harrisburg, Pennsylvania. We were asked to help reposition the business toward a higher-end market. By returning to it’s founding brand philosophy of simpliciy, quality, and timelessness, we developed a new brand identity including a redesigned logo and packaging.
Elementary’s brand mark is inspired by the cursive capital “E” taught for generations in American schools. Based on simplified Spencierian calligraphic styles such as the Palmer method, the Zaner-Bloser method became the standard approach for teaching cursive writing to second and third grade students in the mid-twentieth century.
This iconic script is traditionally formed with a single stroke and an italic construction. For this identity, the Elementary “E” has been adapted from its original italic form to an upright structure, paying homage to American mid-century design heritage. Ultimately, the logo evokes a nostalgic return to childhood—recalling a time of curiosity, discovery, and learning.
Palmer, A.N., 1915. The Palmer method of business writing: a series of self-teaching in rapid, plain, unshaded, coarse-pen, muscular movement writing. New York : A.N. Palmer Company.
Logo Development
This iconic script is traditionally formed with a single stroke and an italic construction. For this identity, the Elementary “E” has been adapted from its original italic form to an upright structure, paying homage to American mid-century design heritage. Ultimately, the logo evokes a nostalgic return to childhood—recalling a time of curiosity, discovery, and learning.
Palmer, A.N., 1915. The Palmer method of business writing: a series of self-teaching in rapid, plain, unshaded, coarse-pen, muscular movement writing. New York : A.N. Palmer Company.