JKR

Illy

As a coffee lover, it’s a treat to write about Illy. Fresh and friendly but with an extra shot of Italian sophistication, it is the definitive article.

So what does Illy teach us? Above all else, it’s a masterclass in how to leverage a logo. The red mark is brazenly stamped on anything and everything: cups, awnings, ashtrays, and any other surface that can be found. Its signage epitomises this approach, treated reverently like a flag to ensure you can’t miss it.

There are three reasons that Illy has made this simple strategy work so hard. First, it has a really likeable logo at its heart. The typography is brimming with personality, and housed by the bright red background, it puts a spring in your step before you’ve even taken a sip.

Second, it is consistently executed with care. There are no ‘bum notes’ - even the sugar sticks look like they have been loved. Product details and other information keep a respectful distance from the logo, which is always set elegantly on white or silver. So, wherever you see it, Illy appears loud and proud.

Finally, the logo always seems to be in good company. Be it the sleek metal tins or the quirky espresso cups, everything tells you that Illy is mighty fine coffee. Speaking of which, it might just be time for a cup…

James Joice, Client Director, jkr