Homework #12

What: Identity (logo on stamp card)

Function: This is the logo, which is printed on the stamp card. It lets the viewer know that this card can be used in Flying Machine Coffee.

Where: Flying Machine Coffee counter

Quality: It is very simple and straightforward with including only the logo and the name of the coffee shop. It is not printed on high-quality paper, which makes the paper easy to be wrinkled and folded. However, the design itself is successful in its clarity, simplicity, and legibility.

Style: Art Deco- I instantly recognized the font as being an Art Deco font. The low cross strokes of the letters and elongated letterforms are typical characteristics of Art Deco typefaces. Also, the image of the airplane is a common Art Deco motif as themes of Art Deco designs included machinery, speed, and technology.

What attracted me: I was drawn to it because it is one of the few logos I have seen myself that is Art Deco in style. It is interesting that although it is a logo for a coffee shop, the main focus of the font and the logo (airplane) is not on coffee but the name of the coffee shop, Flying Machine (Coffee).