Atlas Coffee Importers was established in 1998 by Craig Holt, a passionate founder who put his personal stamp all over it — from the logo and quirky print ads (hello, Yeti) to the very specific cabinet knobs in the QC lab.

In 2018, Atlas became part of Neumann Kaffee Gruppe, bringing some changes to its logo and visual identity. And in 2026, Atlas welcomed new leadership in Susan Heller Evenson and a new home in Edmonds, Washington.

After nearly 30 years, Atlas has evolved. It was time for our brand to catch up.

Through much team reflection and consideration of what’s changed and what hasn’t, we found agreement: Atlas remains a company determined to prove that caring about everyone in the value chain—genuinely, consistently, even when it’s hard—can be a working business model. It’s an importer striving to bring integrity, value, and joy to its relationships — with roasters, producers, and team members. It’s a group of individuals who believe that coffee is personal.

While the world likes to suggest that business is the opposite of personal, Atlas knows that coffee is personal to the farming families whose livelihoods depend on it. It’s personal to producers who travel miles with bags of parchment or cherry on their shoulders to a mill or exporter. It’s personal to the roasters who invest their savings, time, and energy in a cafe or roasting company. And it’s personal to the Atlas colleagues who show up every day to help connect those worlds.

The new Atlas brand was built around that idea. Its colors celebrate the places coffee comes from: Cascara, Sunbeam, Earth, Mountain Air, Cherry, Sprout, Spring, and Bloom. And the updated sun in the logo looks forward, while nodding to the stars that appeared in Atlas’ earliest identity — and to the places where coffee begins.

We at Atlas are clearer than ever about what we bring to coffee and to the people we work with. We’re excited to share a brand that freshly reflects that.