Nescafe is the world-famous brand of the Swiss corporation Nestle S.A. It originated in 1938 when Brazil turned to Nestlé for help over problems with coffee beans’ storage. The South American country asked to find technologies that would extend the raw materials’ shelf life after drying. A food processing company took on the project with enthusiasm. Over the next seven years, she invented the “coffee cube,” In 1938, she launched a product under the Nescafe brand.
Meaning and History
What is Nescafe?
Nescafe is one of the world’s leading suppliers of instant coffee. The brand is owned by Nestle, which introduced it to the market in the spring of 1938. Now it is the most popular brand on the international level, as it supplies coffee products to all countries. Its name is derived from the first fragment of the name of the parent company (“Nes”) and the word “cafe.”
The brand has changed six logos over the decades, but they are all surprisingly similar. Even the transformation of the type went unnoticed: conservative designers never deviated from the original concept. So the logo update is, in fact, the evolution of the dash above the last letter “É.” From the usual superscript, which is used for sound, it has evolved into a small cloud, symbolizing coffee’s aroma.
1938 – 1953
The first version of the logo is made in light brown colors: inside the coffee rectangle, the word “NESCAFÉ,” painted in the color of baked milk. The inscription is in standard sans serif. From the letter “N” to the right, there are two long horizontal stripes – one at the top, one at the bottom.
1953 – 1968
After a small redesign in 1953, the palette was transformed. The background turned white, and the word gray, so the obvious associations with coffee disappeared. The proportions have also changed: the designers have reduced the size of all letters except the first.
1968 – 1983
The new logo is missing the bottom underline. The top stripe is shortened – it is continued by a large horizontal line above the “É.” The letters “S” and “C” have horizontal cuts along the edges, not vertical, as it was before. Instead of gray, black was used to make the brand more visible.
1983 – 1998
In 1983, another redesign was carried out. The developers made minor adjustments to the logo: made the cuts at the ends of the “S” and “C” vertical, sharpened the line above the “É,” giving it a triangle shape, cut off the edge of the top line that extends from the “N” and added elegant serifs to the letters. After the update, the font is vaguely similar to Majesty and Agenda URW Bold.
1998 – 2014
In 1998, the inscription was again modernized. The serifs have lengthened and acquired a slight slope, which added dynamism to the logo. The most significant change was the stick above the “É”: the right-angled triangle turned into a smooth line shaped like the famous Nike swoosh.
At the same time, the brand acquired another equal emblem. The designers have made the word “NESCAFÉ” gray and supplemented it with the corporate slogan “Open up.” The phrase was located in the lower right corner, going diagonally from bottom to top. The letters were a red color, and the typeface mimicked handwriting.
For the 75th anniversary, an anniversary logo was created in a red square with rounded edges. Inside, it was a white lettering “NESCAFÉ” overlapping the large golden numbers “7” and “5” with the “years” suffix.
2014 – today
[sc_fs_faq html=”true” headline=”p” img=”” question=”What does the Nescafe logo mean?” img_alt=”” css_class=””] The Nescafe logo is a marketing tool that inspires confidence in instant coffee produced under this brand. Above the last vowel is the diacritic é, turned into steam, temptingly coming from a cup of hot coffee. [/sc_fs_faq]
Three companies designed the 2014 logo at once: Publicis Groupe and CBA from Paris, and OgilvyOne from New York. The designers tried to preserve the original style of Nescafe, presenting it in an updated form. They took a fresh look at what had long become commonplace: they replaced the antique type with a grotesque one, got rid of rectangular shapes, made the line above “É” red, and elegantly curved.
Font and Color of the Emblem
What is the symbol of Nescafe?
The Nescafe symbol contains its name, played out in the form of a stylized inscription. The designers rounded all the letters, adding softness to them, and turned the accent over the “é” into an enticing element – steam, as if coming from a mug of hot coffee. The “N” has a long stripe at the top that goes to the right and connects all the letters.
What is the font of the Nescafe logo?
The current version of the Nescafe logo consists of an inscription made in a grotesque font. It’s a cross between Friz Quadrata Bold and Angie Black, with elements taken from both versions. Most of all, it resembles Neuropa.
The name of the Nescafe brand is played originally. This is a combination of the words “Nestle” (the parent company bears this name) and “cafe” (the range is represented by instant coffee in the form of granules or powder). Typical elements of the style are a long horizontal line that extends from the top of the “N” and a small cloud-shaped diacritic mark above the “É.”
The custom sans serif font is based on the Neuropa font. In this case, both letters “E” resemble the handle of a mug, and the stick above the “É” symbolizes the steam coming from the hot drink. The color scheme since 1998 includes black, white, and red.