Couldn't agree more on the whole K.I.S.S. principle, but don't forget logos serve different purposes. In a digital age, having a logo that works on small screens is just as important as how it prints. That means clarity is key, but so is adaptability. Maybe drop shadows are out, but …

Branding pro here. While I get the push for modern and 'fresh,' this just screams desperation. A coffee logo needs to invite warmth and familiarity, not play hide and seek with whatever those shapes are supposed to be. Missed the mark big time. COFFEE isn't abstract, it's comfort!