# Logo Stress-Test Report ## 1. Brand Diagnosis Core offer: direct-relationship coffee, roasted in small batches. Audience: quality-driven urban professionals, not convenience buyers. Desired perception: honest craft over polish. Competitive tension (design hypothesis): most specialty roasters lean minimalist-Scandinavian; a warmer, more tactile mark could stand out. Visual challenge: signal "craft" without sliding into rustic cliché. ## 3. Concept Directions ### Direction A — The Single Bean Cut Abstract geometric cross-section of a coffee bean, rendered as one continuous cut line. Symbolic mark family. Strength: owns the category's core object without using a full bean illustration. Failure mode: could read as an eye or leaf if the cut angle is too soft. ### Direction B — Fernway Type Mark Custom lowercase wordmark with one modified ascender standing in for a steam curl. Typographic system family. Strength: works instantly in monochrome and at any size. Failure mode: loses the "warm" character trait if the modification is too subtle. ### Direction C — Roast Line Emblem A single horizontal roast-gradient bar behind a compact wordmark. Material/process metaphor family. Strength: literal nod to roasting without a cliché bean icon. Failure mode: gradient bar fails single-color printing (see Stress Test). ## 5. Real-World Stress Test (excerpt) | Condition | Direction A | Direction B | Direction C | |---|---|---|---| | 16-24px favicon | PASS | PASS | FAIL — gradient collapses | | Single-color print | PASS WITH REVISION | PASS | FAIL | | Dark background | PASS | PASS | PASS WITH REVISION | ## 7. Weighted Scorecard | Direction | Brand fit | Distinct. | Small-size | Adapt. | Memor. | Prod. | Longev. | TOTAL | |---|---|---|---|---|---|---|---|---| | A | 21/25 | 17/20 | 14/15 | 13/15 | 8/10 | 9/10 | 4/5 | 86/100 | | B | 23/25 | 14/20 | 15/15 | 14/15 | 7/10 | 10/10 | 5/5 | 88/100 | | C | 18/25 | 16/20 | 6/15 | 8/15 | 8/10 | 5/10 | 3/5 | 64/100 | ## 8. Verdict **DEVELOP — Direction B, the Fernway Type Mark.** Reason it won: highest cross-platform reliability and the only direction with zero FAIL results on the stress test. Direction A kept as backup (strong second, more distinctive if B underperforms in market testing). Direction C rejected as primary — gradient dependency is a structural production risk, not a polish issue. [Sections 2, 4, 6, 9, 10 follow the same structure in the full run.]