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Recently I had the opportunity to update a logo for Flour & Whisk Bakery. This bakery was recently purchased by a new owner and they wanted to give it a fresh new look. After a discovery meeting with the client, my brain was whirring with ideas.

Flour & Whisk Original Logo
Flour & Whisk Original Logo

She wanted a clean vintage vibe that the original logo was lacking. So I went to work sketching ideas, trying fonts, incorporating graphic elements that would cleanly and clearly explain the business while managing to bring that vintage vibe she was looking for.

First, how do you make something look vintage? Well, you do research. I dove into the internet and began looking at logos from the 1940's and 50's. One common element I found was a hexagon shape. This shape kept reappearing time and again. So, using that as inspiration, I created one option using a horizontal hexagon with rounded corners and thin stroke just inside (see logo options below).

Now, a font can make or break a logo. Something you have to marvel at is the fact that every single font you see from that era was created by hand. Today, we have the luxury of having digital fonts. So we can create multiple variations of logos in seconds. Whereas, in the 40's and 50's, each font had to be HAND LETTERED. I simply can't imagine having to painstakingly draw out each and every letter in a logo. The skills that these men and women had amaze me. Today, it almost feels like cheating with the use of computers and desktop publishing. But I digress! For Flour & Whisk, I wanted to harken back to those days by using fonts that felt hand drawn. For several of the options, I used typography that gave the look of a paintbrush or wide-edge maker.

This is the logo that the client chose in the end
Flour & Whisk - Final Logo

The final logo I created (the winning logo) uses a font that aesthetically presents itself as a strong and solid serif font. It feels very much like a vintage typewriter font. Since the font is very strong, I wanted to soften the look by adding a script ampersand in the background to connect the two words. There are several graphic elements involved that pull the logo together into one cohesive flow. First, is the shape. The shape has a decorative feel that leans back to that hexagonal shape that kept resurfacing in that era. But with its points and curves, it creates a slightly softer, more feminine feeling. The sketch of the whisk and roller create a hand-crafted visual to tie everything together.

Finally, the color. In the original logo there was SO MUCH color going on that it was difficult for the eye to discern what to view. So when I discussed colors with the client, we decided that the logo should be clean and monochromatic. The use of color can be added to to enhance around the logo in other elements. I didn't want the logo to simply be black and white. So I went with this warm charcoal gray and sandy cream tone.

The client was very happy with the final logo and so was I. I really love helping business create and establish their brands. And I can't wait to try some of there goodies!


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