A zine of light-hearted reviews and observations of type for local SF cafes.
м y T YPE of Cafe
Typography – Fall 2024
Designed, written, and photographed by Kayla Vicencio
As a college student, cafes have served as both a place of productivity and a means to further explore the city. With a vast array packed within a 3-mile radius of USF’s campus, I find myself spending a majority of my Sunday mornings studying at different local coffee shops or bakeries. In my experience, the change of scenery and excitement of trying something new make the idea of weekend homework a lot more appealing.
When tasked to study the typography found in our local environment, cafes seemed like a natural choice. Typography plays a vital role in shaping a brand’s identity, recognition, and perception. Not only does it embody a brand, but it enhances the experience being sold to the customer. I’ve compiled a list of five of my go-to cafes, each with their own strengths and weaknesses. Consider this booklet an exploration of their type, insight into their brand, and an honest, not-so-serious review written by yours truly.
“The first cup of restaurant coffee in the West was served in San Francisco in 1846.”
– SF Chronicle
AREA A brief history of
BAY
SF Chronicle Peets Coffee Sources
Monika Trobits, coffee enthusiast and author of the history novel, Bay Area Coffee, addresses the rich coffee culture that lies in the Bay Area, calling it the “coffee capital of the West.” San Francisco saw the West’s first cup of restaurant coffee served in 1846, with the first commercially roasted coffee produced in the same city four years later, through a firm that would eventually become Folgers Coffee. Over time, SF became a hub for coffee beans through its port access, receiving imports from Hawaii, Central and South America. Along with Folgers, the city became the birthplace for both Hill Bros and MJB, family owned businesses that later became major coffee brands.
Bay Area coffee history continues with Alfred Peet, who was born in the Netherlands in 1920. His passion for tea and coffee began early on, from assisting
with his father’s small coffee company in the Netherlands, to working as a tea taster in Indonesia, in which he found a particular love for darkroasted Indonesian coffee. In 1955, he moved to San Francisco as a coffee importer, and was inspired to bring a new perspective on coffee to the United States. The first ever Peet’s Coffee was opened in April 1966 in Berkeley, California, not far from the UC Berkeley campus. Peet’s work inspired Jerry Baldwin, Zev Siegl and Gordon Bowker, entrepreneurs who met as students at the University of San Francisco. The three befriended Peet, and upon moving back to their home state of Washington, started their own coffee business. They opened their first store, calling it Starbucks, at the Pike Place Market in Seattle on March 30, 1971.
San Francisco continues to be a pioneer in the Western coffee industry with Cafe X, a chain founded by Henry Hu with the United State’s first robotic barista.
The Мill
EVERYDAY: 7am - 5pm
Type – serif
* used in all caps
* larger width
* slanted stems (M)
* small, pointed serifs
* monoline stroke weight
Tone: minimal
The Mill is a bread and coffee shop located on Divisadero, known for their unique selection of toasts and standard baked goods and coffee menu. Judging by the lines during breakfast hours and 1.4k reviews on yelp, it’s safe to say the cafe is a fairly popular destination.
First thing that stands out to me is the interior design. They have this grand wooden shelf that takes up the entire left wall, filled with ceramics, plants, baskets, and other various trinkets. The overhanging lights, large windows, table arrangements and brick exterior warrant it as the most aesthetic cafe on this list. I went here a lot last semester for this reasonand this reason only. Their coffee is pricey and average, to be frank, and same as their specialty toasts. The layout of the tables, though aesthetically pleasing, make for tight and condensed seating that’s nearly always full. Plus, no free wifi or outlets. Still, I'd recommend checking this place out, simply for the aesthetics.
Sign above entrance to The Mill
Front sign of Equator Coffee in Fort Mason
WEEKDAYS: 6:30am - 5pm
WEEKENDS: 7am - 5pm
Though a little farther from campus than the others, Equator Coffee is a Bay Area classic. The location in Fort Mason is perfectly placed to grab a coffee and explore the Presidio, whether it’s buying groceries at the farmers market or taking a walk along Crissy Field.
Abrand founded by women, Equator is the most wellestablished on this list by far, with their coffee beans sold both online and in stores, and through other businesses. Their strong brand identity is shown through their in-store displays and up to date professional website. They offer a great menu selection, with specialty drinks and classic pastries, in addition to coffee and tea. They have limited indoor, barlike seating, but plenty of space outdoors, though with the location, I’m much more inclined to take my coffee to-go and drink it by the ocean. With a strong emphasis on sustainability and ethical sourcing practices, Equator Coffee will always remain a reliable choice.
EQUATOR Coffee
Type – sans serif, geometric (font: gotham)
* used in all caps
* large width
* monoline stroke weight
* balanced ratio
Tone: modern, clean
LA BOULANGE rIE
WEEKDAYS: 7am - 4:30pm
WEEKENDS: 7am - 4pm
La Boulangerie has quickly become one of my favorite discoveries of the semester (thank you Lila for introducing me), a cafe I now deem as one of my favorite study spots in the city. In addition to coffee and tea, they sell a wide selection of baked goods, with a brunch menu open exclusively on the weekends. There are four locations across the city.
With La Boulangerie being a full bakery and brunch destination, the interior is larger than a typical cafe, allowing for more open seating and a good amount of ‘hustle and bustle’ noise, as I like to call it. Weekends are especially busy. Every baked good I’ve tried has been great, even for bakery standards, and they are proud users of Equators coffee beans, another cafe I have on this list. I also feel the need to bring this to light—their pre-packaged green tea has this unique sweet taste…no idea what it is but I find it so pleasant and fresh and have gotten it several times now. The cost is of typical SF price range— pricey yes, but good quality for sure. Free wifi and open outlets (locations may differ) have allowed me to spend hours working here. And plus, I just adore how it looks. The color scheme with the rustic, modern style? Yes yes.
Type – serif, ornate (font: tortilla)
* used in all caps
* tall cap height
* ornate serif
* teardrop terminal
* curved Bar
Tone: whimsical
Hanging banner of La Boulangerie entrance
Type – sans serif, industrial font
* used in all caps
* narrow width
* blocky structure
* monoline stroke weight
* short downward stems (MN)
Tone: impactful
Merchandise shelves at Compton's Coffee House
COМPTON'S Coffee House
EVERYDAY: 7am - 5pm
Compton’s Coffee House was actually the first cafe I went to after moving to SF, and since then has remained one of my favorites. Located on Fillmore Street, this coffee shop neighbors various shops and eateries, and is less than a ten minute walk from Japan Town.
Compton’s simply has great quality drinks. I am no coffee connoisseur (I’m a sweet and creamy latte kind of gal) but genuinely, Compton’s hits the spot for me everytime. Their service is distinctly friendly—I’m sure the baristas create the playlists, (great music taste, by the way) and sometimes I’ll notice them jamming out to it with their co-workers while working, which totally adds to the energy of the place. The cafe is on the smaller side, which means limited seating (7/10 success rate, I’d say) and a calmer atmosphere. Points for free wifi! I’d love it if they fleshed out their website more, because frankly right now it’s less than the bare minimum. A recent fall favorite of mine has been their raspberry matcha, try it while it’s still in season!
You know that dream all of us women have of opening our own cafe that’s also a bookstore that’s also a garden? Black Bird Cafe is that in a nutshell. It’s a bookstore that sells coffee that has an outdoor garden area, located by the beach.
Dream concept, am I right? With its wooden shelves, woven decor, array of trinkets and books and white display slabs, the cafe has a modern and rustic look. Coffee orders are taken through a window outside, yet served directly in the bookstore cafe. With an emphasis on community, the store sells from local artists and holds a variety of in-store events. However, from one college student to another, I am here to warn you that this cafe is geared heavily towards young kids. There’s a children's section upstairs, downstairs, and outdoors (in Reggio Emilia style—my mom would love this place), and that’s basically half the store. This is amplified with the fact that the cafe is meant to be an analog space only, meaning no laptops and no studying. The book, coffee, and art selection is quite limited, so while I highly recommend checking out this place at least once, it’s not someplace I find myself itching to return to.
EVERYDAY: 7am - 7pm
Black BIRD
Cafe & Bookstore
Type – sans serif
* used in all caps
* hand drawn look
* monoline stroke weight
* uneven, crooked stroke
Tone: playful
2nd floor interior of Black Bird Bookstore and Cafe
Taken at La Boulangerie,French for "Founded in Last Centruy"
AboutKayla Vicencio is a graphic designer with a distinct interest in illustration, publication, and web design. Set to graduate in spring 2027, she is pursuing a degree in Design with minors in Advertising and UI/UX at the University of San Francisco.