Blank Street began with a small coffee shop on a Brooklyn street and, in just a few years, expanded into a network of ninety locations across the US and the UK. The brand became popular among a young audience. It offers matcha- and coffee-based drinks, creating an atmosphere that has made the cafés popular as social spaces.
To update its visual system, the company turned to Wolff Olins. The old logo used the Nimbus typeface. It looked neat but lacked character. The new logo is based on the Regular Sans monospaced font. The geometry of the letters forms a strict rhythm, and equal spacing between characters creates a sense of a system where even a small deviation is perceived as a deliberate accent.
A rectangular symbol was added between the words in the composition. The designers refer to it as a “window.” It became a graphic tool through which one can figuratively “look inside” the brand: into the café’s life, the interactions between the barista and guests, and the atmosphere of the city street. It opens wide opportunities for adaptation in communication: from digital banners to menu and storefront design.
The company’s history helps explain this choice. The founders aimed to create a place where coffee and matcha serve as a reason to meet and socialize. The drinks became popular among New Yorkers, bloggers, and well-known personalities. Over time, signature clothing and accessory collections were added, strengthening Blank Street’s cultural status.
Green remained the main color, but the palette now includes several shades. Each option corresponds to different times of the day, from the soft tones of dawn to evening hues. The color system is tied to the ritual of consuming matcha and coffee at different times of day, reinforcing the brand’s connection to visitors’ everyday lives.
The new Regular Sans font was created as a universal tool. Its monospaced structure gives each letter the same width. Some characters, such as “S” or “R,” acquire unusual proportions. The font adapts easily to a range of uses, from digital interfaces to posters and print materials.
The rectangular “window” in the logo serves a distinct purpose. It can be used as a module for information, such as event announcements, promotions, or personalized offers for a specific location. The symbol became a platform for experimentation, allowing for visual flexibility.
At present, the network is gradually introducing the new style. Different cafés feature test versions of the design, updated signs, and menus. The new style gives the brand a modern communication language while keeping it close to its audience. The updated visual system provides the company with a tool for growth while remaining true to the concept that coffee and matcha are integral to urban life.