God is in the details.
If one were to take Ludwig’s words to heart in everyday things, such as a good cup of espresso, the phrase would hold true if your espresso was of the single origin variety at Intelligentsia. If, however, your gaze wandered over to the small paper cup Intelligentsia uses, this little ditty would die on your lips.
The cup merely says Intelligentsi, with the graphic improperly scaled and designed for use on this size container. Small oversight? Maybe. In the context of providing the highest quality product and service, no detail is too small.
“If in the business of communications, ‘image is king,’ the essence of this image, the logo, is the jewel in its crown,” Paul Rand.