Caffair, opened in 2008 and based in Hong Kong, is a coffee machine importer who provides technical support and service. The company imports world-renowned coffee equipment, and their logo need to reflect this specialisation. The logo combines the C-shape (Caffair, coffee, cup) and a shield. The shield reinforces the strong, durable products for which Caffair is known. The negative space is, in a way, an optical illusion, because one can discern both a coffee tool and a full coffee cup. The muted orange and yellow colours complement the brown and focus on the coffee tool and cup shape.