Tchibo Logo PNG
Tchibo is the name of a famous European coffee brand, which was established in 1949 in Germany. Today the brand, founded by Max Hertz and Carl Tchiligrihyan in the middle of the last century, is one of the world’s most known and reputable. Apart from coffee distribution, Tchibo also has cafes almost on all continents.
Meaning and history
Tchibo is a German company known primarily for its coffee but also sells a wide range of products that are not related to the company’s main product. The history of the foundation and formation of the German coffee giant Tchibo is connected with the names of a hereditary Hamburg merchant Max Hertz and a German entrepreneur of Armenian origin Karl Chilingirian, who immediately after the end of World War II founded a company for the resale of coffee beans, which at that time were in short supply.
According to the official legend, the name of the brand Tchibo is an abbreviation made up of two words: “Tchilling” (the first part of Chilingiryan’s surname in German) and “Bohne” (which means “bean” in German).
Initially, the partners sold raw, unroasted coffee beans in bulk, but after a couple of months, they realized that they could significantly increase their margins by starting to roast and package the beans themselves. So, the following year, a full-fledged roasting plant was opened in the Hoeloft East neighborhood.
In 1955, Tchibo opened the first coffee shop where a visitor could have a cup of freshly brewed coffee. Before buying beans to take home. From that moment on, the active opening of outlets began. By the end of the 1960s, Tchibo already had more than seventy stores throughout Germany, and new outlets were opening with weekly regularity.
In the 1990s, Tchibo enters the international market and becomes a multinational corporation. And ten years later, the company began to develop in the non-food sector.
So, nowadays Tchibo is not only coffee but also clothing, furniture, household goods, appliances, as well as travel and insurance business. As for the coffee side, today Tchibo ranks 5th among the largest coffee producers. Tchibo products are exported to 28 countries around the world, the number of branches abroad is increasing and the system of existing representative offices is developing.
1949 – 2017
The brand’s visual identity has always been more or less the same — the fancy logotype, which only had its contours and color palette refined throughout the years. But the main idea, elegance, and thickness of the lines have always been in their places. Tchibo, the brand that got its name from its founder’s surname and the German “Bohne” which means bean, coffee bean, is all about the traditional approach to quality and taste, and this approach is implemented in its image as well.
The Tchibo logo is composed of a wordmark placed under the unique emblem, which has been with the brand since the very first years. Both elements are executed in a gradient gold color palette and placed on a solid royal-blue background.
The emblem of the famous coffee brand is a slightly slanted coffee brand stylized as a cursive letter “T” with an elongated curved line coming out of its upper part. The golden curve also resembles a stem above the cup of a freshly made hot coffee in the morning.
As for the lettering, it is executed in a custom italicized sans-serif typeface with the lines of the title case letters elongated and the horizontal bar of the capital “T” bent on the left. The last letter of the logotype, “O”, looks similar to the brand’s emblem, creating a balance and harmony for the whole visual identity design.
2017 – Today
The redesign of 2017 has refined the recognizable Tchibo logo, keeping all the main elements, but redrawing them in a more modern style, with flat gold lines and no contrasting background. The new badge features just plain bold lettering with the coffee bean emblem, drawn in smooth shades with no gradients. The simplified design has shown that the company is ready to change and follow modern trends without losing its identity and connection to its roots.
