The change was in charge of the Publicis agency, in partnership with the CBA Design Paris and OgilvyOne Frankfurt.The new logo changes the typography. The current one lacks of endings and the contours have been softened to eliminate sharp features the old one had and get a much more modern and warm typo’. The feature extension of the pole in the N letter has been kept and the accent gets exaggerated, in addition to changing colors, to make it work as a symbol, a way we can perhaps remember a bird.The red cup, property of the brand, which everybody identifies, also takes a leading role in the identity. Several views of this cup have been created to be used as a resource for potential applications. The existing sub-brands of the coffee will also gradually experience a redesign to suit the new brand philosophy that wants to give more prominence to Nescafé.
