8) The Coffee Experience

Lexi Yost. “COFFEE.” Ireland, 2016

Anyone who knows me knows I love coffee. And not just love it: LOVE it. It is crucial to every morning for me, and sometimes late afternoons as well. In Ireland, I was more than
excited to try different kinds, and explore different brands and businesses of my most favorite drink. Throughout the four main cities we went to, I sampled countless cups of coffee and numerous coffee shops. To remember my ‘coffee experience’, I took a picture of either the cup or the business, and added it to my photo collection. While thinking of different digital forms, I realized that these coffee brands are a great example of them. The logos and brands not only display unique design-work, but in doing so, add a rhetorical spin onto the business itself. It’s no secret that design work is appealing to the customer, and every logo and visualization is meant to signify the brand/business, and to attract potential buyers. But what I found unique about the Irish coffee cups is that they not only used visual design work, but also used certain fonts and literary sayings to brand their product (a rhetorical strategy). Diana George, the author of “From Analysis to Design”, says: “Throughout the history of writing instruction in this country, there has been some attention to the visual nature of written composition… to emphasize the importance of handwriting or penmanship as a visual representation of the writer’s character” (Miller, 1439). The “writer” can also apply to the coffee shops owner, as they want their design work – the scripts, drawings, and fonts – to successfully reflect the wanted atmosphere and personality of the brand.

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