The week I realized my local coffee shop's brand logo was working against them

I go to Bean & Brew on 3rd Street every Tuesday. Last week their sign got damaged in a storm, so they slapped up a handwritten one on cardboard. Sales actually went up 20% that week. I realized their fancy cursive logo with the swoosh was too hard to read from the street, while the messy handwritten sign was clear as day. Has anyone else seen a brand change that hurt visibility more than it helped?

2 comments

2 Comments

ericjackson1d ago

Did that 20% bump hold once they fixed the sign back to the fancy cursive logo?

rowan_thomas1d ago

@ericjackson my hardware store had the same issue. plain sign beat the logo hands down.