They even have a roastery!

Digital Archive 1:

As I am sure you have realized by now, Compass Coffee, is no average coffee shop. Approaching the shop, Compass has its’ name displayed in bright orange. Orange doesn’t only stimulate the appetite by encouraging feelings of hunger and contentment but is also found in citrus fruit and is associated with a healthy diet (and Vitamin C!). Other locations of Compass Coffee have their name displayed in a rich blue color. The blue, serves as a traditional yet non threatening color. In fact, many politicians wear blue ties to promote a sense of calmness and tranquility.

Fig. 1. Compass Coffee entrance; 2014

Digital Archive 2:

Once inside, there is a bar where you can watch the baristas make your coffee. There are tables for sitting or doing work. And, the most unique feature, the machines that brew the coffee are in the back! The customers are actually able to watch the coffee being made. This is more formally known as, The Roastery. I think this is rather unique to Compass, as most coffee shops do not have big machines out in the open to watch the process.

Fig. 2. The Roastery; 2014

Digital Archive 3:

Within the store have this color coated map painted on the walls showing the origins of the coffee. This allows the customer to see where their coffee was imported from. I think this is really cool because it shows the customer that their coffee is “special” and hard to get anywhere else. While other coffee shops may also import their beans from around the world, because Compass is takes pride in it, the customers become more aware.

Fig. 3. Colored Map

Digital Archive 4:

Behind the counter they also have the American Flag folded in a triangle. This is really very symbolic as well as patriotic. Now the coffee shop turns into more than just an average shop but also supporting your country. In fact, the meaning of folded flags is a lot more significant than one might think. The first fold is represented as a symbol of life. The second fold is a symbol of our belief in eternal life. And the third, is made in honor and remembrance of veterans who gave a portion of their lives for the defense of this country.

Fig. 4. Folded Flag

Digital Archive 5:

Fig. 5. Compass Coffee cup and logo

Finally, the logo. As I stated earlier, the orange color, being a mix of red and yellow, promotes happiness and enthusiasm. The blue on the sides of the Compass, serves as a calming and tranquil color. Having an actual compass as a logo is very interesting. The reading behind the compass is to show customers that Compass Coffee wants to help you “get your bearings and point you in the right direction” (Compass Coffee). I didn’t realize how much thought was put into making a logo, but it is very interesting to unpack.

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