BRAND IDENTITY

Altered State is a newly opened coffee shop in Downtown San Diego, designed to reflect the classic mid-century modern style combined with the imaginative idea behind its name. The brand identity was inspired by the visual concept of neurons firing, representing creativity, focus, and the stimulating experience of coffee. This organic neuron shape is paired with the iconic mid-century star shape, creating a clean and recognizable logo that blends vintage charm with a modern feel. To add a playful nod to the retro style, a chrome effect inspired by the popular chrome aesthetics of the 1970s was incorporated, giving the brand a fresh and unique yet nostalgic look.

Initial Concepts

MAin Brand FONTS

Body FONTS

BRAND COLORS

Olive

    • HEX: #6C7430

    • RGB: 108, 116, 48

    • CMYK: 6.9%, 0%, 58.6%, 54.5%

The final color palette for Altered State was chosen to capture the client's desired vintage 1970s vibe while also incorporating elements inspired by a jungle theme. Olive green served as the primary connection to the lush, natural jungle atmosphere, while salmon pink was selected to maintain a fresh, vibrant, and authentically vintage feel. The combination of these two main colors, complemented by a lighter accent green and a neutral beige tone, created a cohesive and visually balanced palette that aligns perfectly with the coffee shop's unique and eclectic style.

Asparagus

    • HEX: #829E7A

    • RGB: 130, 158, 122

    • CMYK: 17.7%, 0%, 22.8%, 38%

Bitter sweet

    • HEX: #F37061

    • RGB: 243, 112, 97

    • CMYK: 0%, 53.9%, 60.1%, 4.7%

BONe

    • HEX: #E5DED3

    • RGB: 229, 222, 211

    • CMYK: 0%, 3.1%, 7.9%, 10.2%

FINAL MARKS

This section features the final logo chosen by the client, highlighting the blend of mid-century inspiration and neuron imagery that captures the essence of Altered State.

visual applications