Lit is an existing espresso bar in Toronto, with by far the best espresso in Toronto, but I feel its current branding is not representing its cozy, warm, contemporary rustic atmosphere inside. Here is the new branding I proposed.
The logo design features the business name in hand-lettering paired with clean sans serif Letter Gothic Std Medium font. The round shape is to show the round tables in the coffee shop and also to create a cozy look for the word-mark. The friendly hand-lettings along with the contemporary sans serif font resemble the warm friendly atmosphere of the coffee house.