Fiorenza coffee needed a logo that would appeal to their wide range of customers, from casual coffee drinkers to café connoisseurs. The designers cleverly used the “fc†initials to create a steaming coffee cup, with a brush-stroke style coffee cup formed by the “câ€, and three gradually-fading brush-stroke “f†shapes imply the steam. The whole design is pulled together with the company name in a circular layout, creating an emblem that is easy to brand and instantly recognizable for