The highlight of Subplot’s Okanagan Springs rebrand was a stylized wheat/hand symbol, emphasizing the brewery’s ‘hand-crafted’ product. Now the studio has created this two-handed mark for Victoria based coffee company, Level Ground Trading. The logo is the centerpiece of a complete rebranding effort, which emphasizes the company’s focus on quality product and direct fair trade with small-scale growers. The design features two shaking hands styled as conversation bubbles; at the centre, an equal sign is formed by their overlapping shapes. While it’s tempting to question the anatomical correctness of this handshake and the negative connotations that go with it (two thumbs down), these are minor quibbles. The strength of the design is that it doesn’t demand this kind of over analysis – shaking hands and an equal sign – the message is loud and clear.