Flexibility for an ever moving, multi-faceted, college coffee company.
McConn Coffee Co. has been serving the Indiana Wesleyan University students and faculty since it began as “Common Grounds” in 1996. In 2002 the business moved from McConn Hall and into the Barnes Student Center, placing it in now the most trafficked space on the entire campus. Since it’s small beginnings as an opportunity for undergraduate business majors to receive experience, the coffee shop has grown to serving the thousands of students, staff, faculty, and visitors of Indiana Wesleyan.
The warmth and community that McConn encourages is a large part of its success on the Indiana Wesleyan University campus. McConn Coffee Co. is about relationships, values, studying, and mentorship more than it is actually about coffee.
HISTORY - The quatrefoil is a shape steeped in history. Prevalent in the church for its place in stained glass, this four lobed shape represented Matthew, Mark, Luke, and John. This beautiful tie into their past first and foremost stands for their Christian faith.
COMMUNITY - The four connected circles also stand for our strength and value in our community. The overlap and interconnectivity that happens at the center of this logo illustrates that ever flowing friendship and laughter that happens at McConn.
SUSTAINABILITY - The center leaves of the logo are inspired by sustainability of products and growth of our character. McConn does more than serve coffee—McConn invests in the individual and grows the community.
Inherently McConn is constantly changing, with new employees, managers, apparel and products every semester. It became apparent that the logo design would need to be fun and dynamic while still maintaining flexibility. This logo has been designed to be used in a number of different variations, applicable to many forms of implementation while remaining cohesive to the brand as a whole. The former logo was messy (frequently referred to as looking "wet"), offered negative connotations (a coffee ring), hard to implement, and very often altered by new interns.
COLORS - The red hue is representative of McConn’s place in Indiana Wesleyan University community as whole. This color speaks to the vibrancy, warmth and connection that is so much a part of the experience at McConn Coffee Co. The blue is a symbol of the faith based environment Indiana Wesleyan and McConn fosters. This illustration of our relationship with Christ truly lends itself to our purpose of serving one another through coffee. Finally, the green stands for McConn’s value in sustainability of their products and growth of their customers and employees in all areas of their lives (while also tying in the familiar green of the past brand).