To create a logo for a brand called "RED". They are a coffee-related brand, and their unique item is spicy coffee. The logo was created to consist of and highlight the following keywords: Spicy, Coffee Lovers, and Modularity.

I started the work by creating the text-based logo for the company. I chose to use red for the brand 'RED' with a bold and daring typeface. The word 'coffee' with a script font and slightly rotated angle for a fun, playful attitude is placed on top of the word "red" showing the integration of the words to symbolize the brand.

Then I started working on the logo...

The pictorial logo work started with the creation of the cup. While working on the rim of the cup, it gave me an idea to create horns, as the rim signified a halo angel ring. The halo angel ring would hold up and be there for the 'coffee lovers', the horns would help to create contrast and represent the idea of 'spicy' for the coffee.

The horns on the cup were not enough, it looked sort of like a bull's horns on top of the earth, which was cut to expose its core. 

So then I added the aromatic coffee fumes in between the horns and coffee in the cup.

This top design really looked demonic, evil, and cruel. The thought was to symbolize the spiciness of the coffee with red color it turned out to be blood or lava. 

The top part with the aroma and the horns had the essence of the word 'red' present and hidden in plain sight. 

The horns were given the red color for the idea of spicy coffee, and the coffee color was changed to black. The color scheme was finalized to red, white, and black.

The coffee mug was still looking like a bowl and was not completely a cup. So then, I added the handle of the mug. 

I wanted to represent the handle of the cup in the media blending art style, which had an element of 'modularity' to it. I also wanted the handle to go well with the already-made logo. The style of the handle was made to merge well with the aroma lines and be a part of the logo.

Variations of the logo for flexible use: