Mean Mug Logo Redesign

For the client I'm taking on and re-branding throughout this semester, I decided on Mean Mug Coffeehouse in downtown Chattanooga. The first project we have to complete is re-designing the logo. Here is my re-imagining of it:

I wanted to convey a clean, sleek, and upscale effect with the logo, while at the same time give off the vibe of "meanness" which is conveyed in the muscle arm/handle. The logo is minimalistic and there is the coffee mug doubles as the two "M"s in Mean Mug. The second M is hidden beneath the first.

There were many iterations and it was a long process to sketch, sketch, sketch, and narrow all the choices down until I arrived at where it is now.

There is a simple black & white one, and a color version. The black & white one can be used economically for mass printing, while everything else will use the color logo. Both logos convey the same vibes because the color logo itself only consists of two shades of brown and yellow.