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First Colectivo Sign Is Blue, Sans Serif
Employees toiled under cover of night to prepare for the early morning rush.



The unveiling of the first Colectivo Coffee sign tonight outside the Prospect Avenue cafe was a painstaking affair. At about 11:15 p.m., the two men unwrapping the blue letters spelling "Colectivo" were in heavy discussion about some aspect of their work, leaving everything from "t" on down to the last "o" still shielded from view. They appeared entirely capable, however, of getting the sign ready for the coffee shop's 6:30 a.m. opening.

Colectivo (the coffee roaster formerly known as Alterra) will roll out new signs at all of its cafes, but the Prospect location received special treatment as the company's former headquarters and first bricks and mortar location. Colectivo announced the name change -- part of a three-year agreement it signed with the food and beverage company Mars -- last week at a special all-employee meeting at the Pabst Theater.

For more about how this all came about, read our timeline.



1 Comments
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Noodle Posted: 8/9/2013 4:29:37 PM
 0   1    

God, what a stupid name. Alterra sounds like it comes from the earth; something natural. Coletivo sounds like an 80's band.
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