An identity system for YMCA Birmingham’s new coffee shop concept. The system was designed to be separate from YMCA’s official brand guidelines so that it could be used a a stand alone coffee shop if it became successful.


Names were offered up at the beginning of the process, “Eden” was chosen as it connected with the development’s name, The Orchard and referenced the YMCA’s Christian background. The design was then crafted using an Italian looking font which was hand drawn and developed digitally. This was then paired with an open sourced font, to be used on menus and other forms of visual communication. A colour palette was chosen, reflecting “Eden” and coffee. Finally a set of brand guidelines was created, for future visual communication output, to be used by YMCA. 


Identity Design, YMCA Birmingham, October 2015