We are excited to share with you the new Caribou Coffee logo! The new logo captures the spirit and optimism of the Caribou brand, and the enthusiasm of all our guests and team members. Be sure to come to the stores to see and experience the new logo, cups, and napkins.
The Story Behind the Design
When approaching the logo redesign, we didnÃ¢â‚¬â„¢t want to lose the important equities of the previous logo, so the new logo still includes a leaping caribou, a shield and the words Ã¢â‚¬Å“Caribou Coffee.Ã¢â‚¬Â What has changed, however, is the look: from a Northern lodge theme to a fresh variation of the same elements, now rooted in natural textures and fluid graphics. Hundreds of possible variations on the central caribou element were conceived for the new logo. Ã¢â‚¬Å“In the end, we chose a simple but playful representation of our iconic animal,Ã¢â‚¬Â said Alfredo Martel, senior vice president of marketing for Caribou Coffee. Ã¢â‚¬Å“Because coffee is the heart and soul of our company, the body of the caribou is formed out of a coffee bean. In addition, the caribouÃ¢â‚¬â„¢s antlers now form the shape of the letter Ã¢â‚¬ËœCÃ¢â‚¬â„¢.Ã¢â‚¬Â Another significant change in the logo is the direction of the caribouÃ¢â‚¬â„¢s leap. While the Caribou in the previous logo was leaping left, the caribou now leaps right, signifying the direction the company is heading Ã¢â‚¬â€ into the future. Ã¢â‚¬Å“The shield element has been updated to resemble the shape of traditional national park signage. This is a nod to our foundersÃ¢â‚¬â„¢ hike in AlaskaÃ¢â‚¬â„¢s Denali National Park, where they were inspired to start the company,Ã¢â‚¬Â said Martel. Ã¢â‚¬Å“The colors have evolved to a deeper, richer shade of blue and a coffee brown to tie more closely to our core offering.Ã¢â‚¬Â The logotype treatment creates a more expressive and energetic look, and the separation between the words Ã¢â‚¬Å“CaribouÃ¢â‚¬Â and Ã¢â‚¬Å“CoffeeÃ¢â‚¬Â exemplifies the shorthand used by the companyÃ¢â‚¬â„¢s core customers, who simply refer to it as Ã¢â‚¬Å“Caribou.Ã¢â‚¬Â