Charlie’s Place logo

Think about this the next time you’re standing in line with a bunch of surly strangers waiting impatiently for their Iced, Half Caff, Ristretto, Venti, 4-pump, Sugar Free, Cinnamon, Dolce Soy Skinny Lattes: the act of sharing a “simple” cup of coffee allows for connection on a profound level. Coffee transcends class, race, creed, and sexual orientation, and the cradled mug in the Charlie’s Place logo is light years away from huffy hipsters in tight pants, evoking the sense of community a hot breakfast brings their homeless members. With a predominantly male constituency, the mark straddles the line between their “soft” care giving focus (along with breakfast, the center offers haircuts, job and housing search assistance, and on-site, direct healthcare) and an obvious need for masculinity by relying on its warm pumpkin and chocolate brown color scheme.