Beloved Boston area coffee house PAVEMENT was opening a new location, and amid the expansion owner Larry Margulies felt it was time to revamp PAVEMENT’s vibe. There were six stores with four different logos and no inter-store brand connection, so the Team at HEART was asked to create a cohesive identity that could bleed into his existing locations across the city.
Scope of work: Art Direction, Design, Production
old logo
new logo
Searching for the secondary mark with Larry’s input led us into two silos: a scrappy/mischievous child, or the mascot of any city: a pigeon.
some fun considerations along the way
The Product
Custom wooden signage & menu boards
