heavyduty wrote:...with vertical orientation suggesting a strength and movement at the base and center of the image, leading to a pinnacle.

Of course, that's immediately what came to my mind. You too?

bobdole2000 wrote:SCA just makes me think of Society for Creative Anachronism not coffee.

Society for Creative Anachronism
Svenska Cellulosa Aktiebolaget
Sexual Compulsives Anonymous
SCA - Society of Cardiovascular Anesthesiologists
Student Conservation Assoc
Sudden Cardiac Arrest
Southern Cross Aust
Surgical Care Affiliates
Student Committee for the Arts
Scientific Computing Associates
Service Component Architecture
..and many more.

Not like I get it..
They could have at least have the letter look like they were being poured in a stream of water with the background black coffee..

another_jim wrote:So the white blob is the Ghost of Second A Past?

Looks like a nose to my eye.

Looks like an emergency Do-Over is required.

It's not the worst design I've ever seen, but it looks like someone spent about 20 minutes in Paint.NET and decided that gray and white was the way to go.

It looks like they're sticking with this design........ it's also their logo on "sca.coffee." I think it's very unappealing, but at least the words to the right give it some context.