In a redesign of its logo and brand collateral, Brooklyn Center–based Caribou Coffee holds onto the north-country inspiration of founders John and Kim Puckett (who hatched their business plan on a hiking trip in Alaska), but fine-tunes the message. Colle & McVoy’s work for Caribou is a case study for logo design 101:

• The graphics are more fluid, like the product.

• The deep-brown color, bean-shaped body, and C-shaped antlers all say “coffee.”

• Instead of ranging off into the past, the Caribou leaps onward and upward!