Just saw a brand new coffee shop logo that's COMPLETELY unreadable

Was downtown Portland yesterday getting lunch and walked past a place called "Brew Haven" that just opened. Their sign has this super thin cursive font in light gray on a white background - I had to squint from 10 feet away to barely make out the name. For a brick and mortar shop spending thousands on signage, how does nobody catch that your storefront needs to be readable from across the street? Has anyone else seen a local business mess up their logo like this recently?

2 comments

2 Comments

kellymurphy5d ago

Expand on that, because this is a huge pet peeve of mine. It's like they designed the logo on a computer screen at full size and didn't even bother to look at it from ten feet away in real life. I saw a bakery near me that had this artsy, handwritten style font in pale pink on a cream colored wall. You basically had to be touching the door to figure out it said "Flour & Honey". Spend that kind of money on a sign and they completely forgot the point is for people to actually read it from their cars. Makes you wonder if any of them have ever actually walked or driven down a street before.

rose_murray5d ago

@kellymurphy totally nailed it, my local coffee shop had the same issue until they repainted the sign black.