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Food For Thought

Brief from client 

Logo for fundraising event.

2 Comments

unterm rad's picture
91 pencils
Idea
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This is my favorite of the logos you've posted. Good color & font selection, classy look. This is a very good start, but I think it could use just a bit of fine-tuning.

A few thoughts...

The cutlery should be cut entirely from the background. I can see a faint sliver of blue along the edge of the circle. This will show up in prints, and if you ever have to cut material with this shape (like vinyl or acrylic in signage) that will cause problems. Slice it out so that the white circle and the cutlery are one continuous shape. That's a small detail but it matters when it comes to production.

Most forks I've seen have only 4 prongs, not five. Also, the proportion of the business ends of the fork and spoon seems wide compared to the handles. Could you make them a little more narrow?

The subcopy needs to be nudged up ever so slightly. Ideally, you want the same amount of space between the main copy and the underscore, as there is space between the underscore and the subcopy (as measured from the the serifs of square letters). Also, the underscore could be slightly thinner, maybe the same thickness as the letterstrokes of the subcopy?

One other point... (this has nothing to do with the design, but more from a marketing angle) The tagline "where fine food and inspiration come together" doesn't make much sense to me. The way I see it, inspiration makes fine food, it doesn't come with it. I mean to say, one does not accompany the other, one creates the other. Kind of a semantic argument, I suppose. Take it for what it's worth.

Again, very good work here. Just sharing my thoughts on it.

jim@zgraphics.com's picture
22 pencils

Thanks for the comments, you're correct on all of the production notes. I hadn't done a very thorough job of cleaning up the file before posting. Thanks for the comments about the proportions of the utensils and some of the typography, definitely something I should consider more and adjust.

The tagline makes a little more sense in context, it's for an event with area chefs hosted by a non-profit. "Fine Food" describes the event and "Inspiration" pertains more to the organization.

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