Nescafé happens to be one of the most recognisable brands in the world. In fact, it is arguably the most popular instant coffee brand. Over the years, the Swiss brand has built an iconic visual identity around its signature logo. Since the launch of the original Nescafe instant coffee in 1938, the logo has undergone many changes. These reflect the brand’s desire to resonate with consumers across cultures and decades. This article explores the evolution of the Nescafe logo across decades.
The Genesis of the Nescafe Logo (1938 – 1953)
The Nescafe name and logo emerged in 1938 after Nestlé developed a commercially viable process to prepare a freeze-dried and soluble coffee. The early Nescafe logo featured the brand name in bold capital letters and in beige colours against a light brown background. Written in a standard sans-serif typeface, the first letter “N” ran two long horizontal stripes – both above and below, covering the whole word.
These stripes emanated from the right and left vertical legs of the letter and created a frame for the brand name. Also, there was a small accent over the letter “E”. The minimalist design reflected the contemporary European modernist aesthetic.
(1953 – 1968)
The 1953 logo retained the basic design but appeared in monochrome. The letters of the brand name were refined to look solid and balanced. Perfectly spaced apart, the logotype evoked a sense of elegance and lightness.
(1962 – 1968)
In the 1962 variant, designers Lippincott & Margulies removed the lower horizontal stripe and increased the size of the logotype. Also, the accent above the letter “E” was enlarged to fit the size of the letter, while the horizontal stripe emanating from the right vertical bar of the letter “N” was made a little shorter.
(1968 – 1983)
The 1968 logo variant was a slight refinement of the earlier logo, especially the thinning of the horizontal stripe at the top. Also, the space between the letters was slightly decreased.
(1983 – 1998)
In 1983, the typeface of the logotype was changed from the bold and simple sans-serif to a stylish, sophisticated, and sharp serif. Displaying elegant serifs, the ends of most letters had vertical cuts, and the horizontal stripe at the top was trimmed. The font used was similar to Majesty and Agenda URW Bold.
(1998 – 2014)
The 1998 logo iteration designed by Design Bridge featured larger and bolder letters with visible slanted and lengthy serifs. Interestingly, the accent above the letter “E” was made to look like the famous swoosh of Nike.
(2014 – Present)
In 2014, the redesigned logo was crafted afresh, wherein the serif typeface was replaced with a custom sans-serif having smooth lines and distinct cuts. Designed by three companies, Publicis Groupe and CBA from Paris, and OgilvyOne from New York, the old typeface was replaced with a grotesque one. Importantly, the accent over the letter “E” was curved and drawn in red colour to symbolise rising steam.
The Elements of the Nescafé Logo
Font
The iconic Nescafe name playfully evokes the brand’s origins. It combines “Nestlé”, the parent company, with “café”, the French word for coffee. The distinctive elements of the logo include an elongated line. It extends from the top of the “N” and a small cloud-shaped accent mark above the “E”. Nescafe uses a custom serif font reminiscent of Neuropa. The double “E” is stylised to represent a mug handle, while the accent over the “E” symbolises rising steam. Both of them convey the warmth of a fresh cup of coffee.
Colour
The Nescafe emblem has used a black and red-and-white colour scheme since 1998. Alternate versions may incorporate red with black, red with white, or a combination of all three colours. The consistent use of black shows the brand’s authority, dynamism, and vibrancy.
The History of Nescafé
The Nescafe story begins in 1929, when the Swiss company Nestlé received a proposal from Brazil. With massive coffee surpluses piling up in Brazil, the country suggested Nestlé devise a soluble coffee product. The product would be used to reduce waste from bountiful harvests. The initial concept was a cube-shaped coffee tablet that could be dissolved in hot water for instant drinking. However, extensive testing revealed that the tablet form failed to capture the unique coffee flavour. However, notwithstanding the setback, chemist Max Morgenthaler persisted in his research.
Morgenthaler had the insight to create a powder rather than a solid tablet. He found that adding carbohydrates to the powdered coffee best preserved the authentic flavour. After seven years of perfecting his innovative process, Nestlé launched this soluble coffee in Switzerland under the Nescafé name. It was an immediate success, with yearly reserves selling out in just 2 months. By 1940, Nescafé had expanded to over 30 countries across the globe. But the brand’s remarkable journey was only about to begin.
Interesting Facts About Nescafé
- Nescafé was introduced in 1938 by Nestlé, after a request was made by the Brazilian government to help solve the issue of excess coffee beans in the country. Nestlé developed a way to create a coffee concentrate that could be easily turned into instant coffee, and thus, Nescafé was born.
- Nescafé is considered one of the world’s first successful instant coffees. Its innovation made coffee more accessible and convenient for people who didn’t have time to brew fresh coffee.
- Nescafé is one of the most well-known coffee brands globally, with products available in over 180 countries. It’s estimated that more than 5,500 cups of Nescafé are consumed every second worldwide!
- The name “Nescafé” is a combination of “Nestlé” (the parent company) and “café” (the French word for coffee). It was cleverly designed to appeal to international markets.
- Nescafé’s red mug is a recognisable symbol of the brand. It’s been featured in advertisements for decades and is associated with a comforting, easy-to-make cup of coffee.
- Nescafé has made efforts to improve the sustainability of coffee farming. It launched the Nescafé Plan in 2010 with the avowed aim to source coffee beans responsibly, improve farmers’ livelihoods, and promote environmentally friendly practices.
- One of Nescafé’s most famous campaigns was the commercial series called the “Nescafé Moments”. These heartwarming ads depicted people coming together over a cup of coffee to foster a sense of connection and warmth.
- Nescafé Gold, launched in 1999, is a premium line of instant coffee made with higher-quality beans. It’s marketed as a more sophisticated and flavourful option compared to regular instant coffee.
- In many countries, Nescafé has become an integral part of the local coffee culture. It offers a quick, affordable, and convenient coffee experience. From roadside stalls to modern cafes, Nescafé products are everywhere.
- Nescafé has always kept up with changing times. For example, in 1990, it introduced the “glass jar” packaging, which helped preserve the freshness of the coffee. Today, the brand uses recyclable packaging to reduce environmental impact.
- Nescafé has been associated with several large events, including the Olympics. It has had partnerships with global events to promote its brand on the world stage.
- When Nescafé was first introduced in the 1930s, it was marketed to soldiers during World War II. Its ability to provide a quick caffeine fix made it particularly popular in challenging conditions.
Finally
The Nescafe logo and its various iterations provide a fascinating case study of how brands adapt their visual identities in response to factors such as external events, innovations, and consumer behaviour. While striving to uphold brand recognition, Nescafe seeks to rewrite its own graphic design rules to resonate with the aesthetics and values of its time and place. The logo has assumed diverse shapes, styles, and meanings over the decades.