Our Logo

Our logo is a Baltimore Oriole with a sprig of coffee berries in its beak. (Let’s call the bird “Zumi.”) 

This is a migratory bird that spends time in our local region, as well as in coffee growing areas in Central and South America. We love how symbolic this bird is to the interconnectedness we all share globally. What happens “there” affects us “here” and vice versa. Birds are known to be essential to ecosystems that we depend on for human survival. In turn, as humans we have a role to play in decisions that can either negatively or positively impact ecosystems that these birds depend on for their survival. It’s a symbiotic relationship that we feel represents so much more!  We talk about how we want everything that our business makes contact with to be impacted in a positive way, and this bird demonstrates how that goes further than the tradespeople involved. With our shade-grown coffees, we make sure that all our coffees are grown in a way that supports the local ecosystems including these birds, and all of the symbiotic things that happen in a healthy coffee growing environment.  It's more than being ethical for the people.  It’s more than being organic, for our health.  It's also about being proactive about protecting ecosystems and addressing climate change.  For us, this naturally carries over into our local Massachusetts partnerships with land conservation and nature preservation work.  These local habitats literally protect the wellbeing of the migratory birds that pollinate our coffee plants. The link is literal and figurative and it could not be better suited to our mission.

We placed the coffee berries not only to show that connection, but also as a nod to the well known image of a dove with an olive branch in its beak as a symbol of peace, as well as a symbol of having survived a storm with safe landing in sight.  

Sometimes the logo incorporates a ying/yang graphic. This is a nod to our original logo when we first opened in 2003, and Umesh’s heritage in Asia with the buddhist symbolism for balance in life. There is no good and bad with ying/yang, there is only a need for balance and perspective.