To create distinguished brand images of Pauls Eleven, it took a customer-centered approach and positioned itself as a lifestyle café that cares about customers living a busy life and provides what they need in a reasonable way. Based on this, it designates reasonable consumption, sincerity, consideration and familiarity in a daily life. The number eleven is visualized to indicate a space with various experiences and arranged at both ends of the logotype. A hendecagon, which visualizes eleven types of consideration abstractly, expresses the brand value and delivers comfortable and familiar impressions by harmonizing neutral and warm colors.