The proposed logo for the 4C Association rebranding focused on the crucial balance between three core elements involved in coffee production. The coffee bean (main commodity), the leaf (nature and sustainability), and the hand (farmer and stakeholder). Unifying these elements in a circle communicates a sense of continuity and sustainable balance. In addition to this, the circular shape hints towards the global theme.
The orange, brown and green colours have been carried over from the existing 4C brand to ensure smooth visual transition. As a refresh, they have been updated with a more natural and harmonious palette. Given that the new company name is a longer title, a condensed font has been used to keep the logo as compatible as possible.
The natural and clean theme, with recognisable imagery, provides longevity for the GCP brand.
