29 thoughts on “Loco over Logo

    • I also like Brad’s Logo. The bold black type has an industrial look that connotes strength and permanence. It reminds me that baking is as much about blood sweat and tears as it is about art and craft. If you think it’s too harsh, try a different font. Perhaps something a little bit more rounded like Bauhaus, or maybe a stencil styled typeface.

  1. To capture the concept “traditional, simple, rooted” I think either something Mesopotamian or Egyptian themed, perhaps something iconic like the small terracotta figurines of women rolling bread or a photo of hands only kneading floured dough.

  2. I like it. Its elegant. I cant really decide about these things until I actually see them and Im wondering if the nameless designer (put a name with the photo!) would be willing to try a couple of tweaks. Would she be willing to show me what it looks like with more space between Bread and Furst (do you really want this to be one word? It sounds too much like breakfast), and, to indulge, with a baguette underneath.

    *From:* Bread Furst [mailto:comment-reply@wordpress.com] *Sent:* Tuesday, October 08, 2013 12:08 PM *To:* marion.nestle@nyu.edu *Subject:* [New post] Loco over Logo

    Mark Furstenberg posted: “I am having a crisis of nostalgia as we discuss a logo for Bread Furst. Help us, please. When early in 1990 I decided to open Marvelous Market I stumbled upon a graphic artist to whom I confessed my favorite food code words traditional, simple, roote”

  3. Does it depend at all on the setting in which it will be used? Will it be a swinging sign over the sidewalk to announce your location and draw customers? Or would it be used principally on bread sleeves? Both the above and more? I’d think that an over-sidewalk sign would need to be assertive to announce itself in the clamor of competing stimuli, whereas a sleeve logo can afford to be a bit more subtle, keeping the customers eye after bringing the bread home. I think that the proffered logo is assertive. Could it be made a bit more subtle as well, by fiddling with the style of letter design? Apologies for rattling on, it’s been a morning of reading or drafting manuscripts and this has been a welcome diversion.

    John Booss, MD Professor Emeritus Departments of Neurology and Laboratory Medicine Yale University School of Medicine Formerly National Program Director, Neurology Service Department of Veterans Affairs ________________________________

  4. To me Brad’s offering, though probably memorable, is too “in your face” for an artisan bakery. Heidi’s design, on the other hand, speaks of tradition, finesse and simplicity. But though I favor the name Bread Furst, like Marion I question the wisdom of running the two words together. As one word they seem to lose their meaning: “bratwurst” comes to mind, not a great image for a bakery. I do think names and logos matter, and the obsession a worthwhile one.
    Thanks again for involving the community.

  5. I like logo 2 and not just because the lines are refreshing and simple, but because it added a new twist: not just the play on words with bread first/ furst, but now an additional optical reference to breakfast/ breadfurst which hadn’t struck me before.

  6. I think that the last one is excellent. It is a play on words and is visually easy on the eye, curves being nicer than lines.

  7. I like the last one. I have a comment about bread. Of late, most bread i find, even oven or hearth baked, contains sugar. Please say your bread won’t be sweet unless it’s meant to be, like raisin bread.

    • Sugar is put into bread for one (or both) of two reasons: First, to create a sweet bread and second, to speed fermentation. We won’t have any fast fermentations as fermentation (rising) is what gives flavor to essentially flavorless ingredients (water, flour, and salt). We will have some sweet breads — a raisin bread, perhaps, or brioche and challah. But when we put a sweetener into bread — honey or malt — it will be because the bread as you say is meant to be sweet.

  8. One of us votes for Brad’s logo– it your logo should look like. I like it too but think it’s a little too hard and cold– you will be selling handmade loaves bread, not dry ice. 

    I actually think you should go with a handwritten caligraphy logo. Think Thomas Jefferson with quill and ink, writing a manifesto for the right to bread.  A light brown kraft paper background with dark espresso brown ink. It evokes hand crafted as well as wheat and pumpernickle colors.

    Sent from my Galaxy S®III

  9. Perhapsthe first option is a little too proletarian and too generic, as in the 1970’s generic labels. Perhaps you should get a 1940’s wings style sign, with neon and a clock, to signify what time the freshest baguettes will be available.

  10. Mark, I like the bold, black BREAD FURST

    …but I think the rectangle enclosing that text is too severe. Instead, I suggest placing the BREAD words within a softer shape, either the shape of a common slice of bread, or the silhouette of a baker’s hat. FURST

  11. I really like Brad’s. To me, the vibe it gives off is “demand that the basics are done right.” What I take away from Heidi’s is “we’re old-timey.” That, and/or “it’s for breakfast.” (BR-F-ST).

  12. Brad’s is good, but it needs a graphic and/or a curly que or something to break up the “hardness” of the font. Remember, as you succeed, you’ll want to sell T-shirts with your logo on it too! Imagine a T-shirt logo…….that might help expand on ideas. What about adding a baking/bread themed silhouette?

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