The owner of New Sweden Coffee Roasters asked me to put together a logo that emphasized roasting over the typical brewing or serving of coffee. The company’s philosophy of Scandinavian-style light roasting along with a tongue-in-cheek dose of Viking heritage transformed the humble coffee cup into a mighty, roaring Viking coffee forge. I used a bold, deep red and bright white to provide simplicity and contrast, as well as a classic sans serif typeface to keep the look timeless, professional, and unobtrusive.