The SCAA * just announced their new "Member Logo" which will be available soon:



Withholding my "artist's eye" opinion, I showed it to my wife and told her what it was and asked what do you think? Her response was, "That is awful. It's horrid! Uninspired, and just YUK. Ugh." among other negative comments.
Personally, I hope that it was done in house. It would be a shame if they spent money to have an outside agency design that.

I would not have started with that, but still, it looks broken, unfinished, and unbalanced. I spent about five minutes and made just a slight modification to try to unite the elements:



*EDIT: The new name of the organization is the "Specialty Coffee Association" or "SCA" which reflects the merging of the SCAA and the SCAE.

Seems visually muddled. I walk away without knowing what the SCAA wished to convey.

Not only doesn't it say anything, it doesn't even say SCAA. If anything it says ASC, but it's a lot of work even to get that out of it.

another_jim wrote:The white blob in the background is the second A -- if you drink lots of coffee, lots and lots of coffee, and pretend you're back inthe early 70s, and in the groove, you'll get it.

So you're supposed to start somewhere in the middle with the S, then read inward to the C, then outward to the A and then infer another A in the blob encompassing the first three letters? That's some non-linear thinking there!

randomorbit wrote:So you're supposed to start somewhere in the middle with the S, then read inward to the C, then outward to the A and then infer another A in the blob encompassing the first three letters? That's some non-linear thinking there!

After the unification vote the SCAA is now the SCA. No more second A.

http://www.scaaunification.org

I will be saying "SCAA" until about the 12th time I am corrected. Thanks for the post; down to 11. <Old dawg gets inserted here>.

http://dailycoffeenews.com/2017/01/03/f ... sociation/

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

russel wrote:After the unification vote the SCAA is now the SCA. No more second A.

http://www.scaaunification.org

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