Koufu refers to the Chinese belief that it is a person's good fortune to feast on good food. In that way, the logo represents the company's commitment to making a difference to the well being of everyone through its food services.

Sweeping calligraphic brush strokes used to write the Chinese character for the word "mouth" links the logo to the food business and the company's emphasis on treasuring traditions. In contrast to the bold monolithic Chinese character is the Hanyu Pinyin representation of the name underneath. It conveys the youthfulness and friendliness of the business. This juxtaposition between traditional and modern demonstrates Koufu's drive to stay competitive while preserving traditions. The Chinese phrase for Koufu reinforces this ideology.

The colour of the logo conveys the passion Koufu has for the business and also the strength acquired by ensuring excellence from which prosperity will come. This positive spirit extends from the logo to the food and services.