Photo: MediumFrom knocking down barriers to focusing in on their mission, Wrecking Ball Coffee Roaster’s evolution was solidified with the debut of the company’s new brand identity this week.
Wrecking Ball opened in the Bay Area in 2011 with a focus on clearing the way for change. As the company prepares to expand, owners Trish Rothgeb and Nick Cho reexamined their priorities for their company. A yellow highlighter, with its eye-catching hue and function to set certain ideas apart, became the inspiration behind the brand’s transition. The new logo does away with the illustrated wrecking ball and instead goes for a sleek type logo seemingly marked with a fluorescent yellow marker.