Earlier this week, I went to Segue for a meeting (I saw Tibbetts there too!). I have always seen the Segue logo but I have never critically evaluated it. Below is my analysis.
The Segue logo is very simple. There are two colors, black and white, and the text is a simple sans font. The coffee icon in the middle of the logo is there to drive home the message that Segue is a coffee shop, and, of course, “Minneapolis” is present.
Larger competitors, like Starbucks and Caribou, have significantly different logos. Both competitors make use of a mascot in their logos. Caribou Coffee uses the caribou, obviously, and Starbucks makes use of the siren (which I’ve always found weird). Segue’s smaller competitors, like Spyhouse and Dunn Bros., have simple text-based logos. They make use of creative fonts and colors to express their brand image.
How does Segue’s logo compare to their large and small competitor’s logos? I think that Segue made a good choice with their simple logo. Their brand doesn’t necessitate an iconic logo. Simple is what appeals to their target market. Even though they made a good choice, I think that it was the safe choice. Segue could have attempted to create a mascot/iconic logo. It could have been a point of differentiation for them and led the brand to stick in the minds of their customers. Starbucks started out with the siren. Segue could have created a grabbier logo but they settled on the safe choice.
The target market for Segue is millennial women in the East Town neighborhood. I know this because their logo is simple and safe. When trying to find a new coffee shop, women don’t want to go to a bad coffee shop (obviously). Segue’s logo communicates to women that they are legitimate, local, and slightly hipster. All things that a woman would want in a coffee shop (and of course, good coffee).
Does It Work?
Eh, I believe that Segue could do better. I think that they could develop a logo that would effectively reach their target market. In fact, I think that Segue could benefit from a brand audit (is that even a thing?). I think that Segue may have put this logo together in order to have some credibility as a brand and then they just left it as is. There is no creativity or appealing aspect other than its simplistic design. It is time for a brand overhaul.