Tassimo logo PNG
Tassimo is a French hot beverage system brand, founded in 2004 by Kraft Foods. Tassimo is a home brewing system that uses what it calls “T Discs” to produce coffee, tea, espresso drinks, lattes, and hot chocolate. The brand is owned by Jacobs Douwe Egberts.
Meaning and history
2004 — 2009
The original Tassimo logo looks inviting and friendly. Its golden hues conjure up the warmth of a hot beverage on a winter day. The gradient supports the “liquid” feel, while the rounded shape of the letters supports the “friendliness” theme.
The initial “T” is placed in a shape representing a cup as seen from above.
2009 — 2013
“Diversity” is the central theme of the second logo. It already looks pretty much like the current one and totally different from its predecessor.
The “T-cup” design has disappeared. Now, there is a flower made up of multiple petals of different colors. They represent the variety of tastes Tassimo has to offer, and, of course, the vivid impressions they promise you.
The type is new, too. The shape of the “a” has been inspired by the cup (although it looks different, more minimalist and sleeker than in the previous version). All the other glyphs have a more traditional structure. They combine sharp and rounded angles, to echo the shape of the flower petals next to the wordmark.
2013 — 2016
The next version weighs less. It seems more transparent due to a shift in the palette. Some of the colors just grew lighter (for instance, the purple), while others changed more considerably (for instance, the brown petal from the old logo was replaced by a magenta petal).
The wordmark was colored gray instead of the old black.
2016 — Today
The Tassimo logo is warm, welcoming and playful. The brand uses a simple font for its wordmark, while putting the main accent on the colorful graphic icon.
The Tassimo icon resembles a flower with 6 colorful petals, symbolizing the variety of flavors the brand can offer. The logo takes the shape of the T-Discs — circle with one pointy corner — to create the petals as well as the “A” in the wordmark. The icon is pretty and looks good on the packaging.
The Tassimo logo looks friendly and airy due to its white background, the colorful icon and fine clear lines of its black elegant typeface. It is a very consumer friendly logo that looks makes the product stand out on the shelf.