New Name, Logo, and Identity for Second Cup Coffee Co. by Jacknife

Established in 1975, Second Cup is a specialty coffee retailer with 345 locations across Canada. Although it pales in comparison to the ubiquity of Canada’s preferred coffee purveyors, Tim Hortons (and its 4,000+ locations), and the ever-growing presence of Starbucks (nearly 1,000 locations), Second Cup is a very well loved and regarded coffee shop. In December of 2014, Second Cup opened a new store in Toronto billed as the Innovative Café of the Future that would serve as a testing ground for new ideas that would then spill into other locations. Among the features of this store was a new identity — and name, Second Cup Coffee Co. — designed by Toronto-based Jacknife, that was recently implemented at the top level. (Even a couple weeks ago you could see the old log