The Logo

Have you ever had to design a company logo? I must say, it is not so easy as one may think. First, is the question of color or no color, then choosing a font which can lead you to near paranoia, looking at font after font for minute differences and just the right look. Then there is the look, should you have objects, pictures or none at all. Should the logo be big or small, should it have a background or not? Anyway, we have finally settled on a  logo that I think is well worth the effort, and in fact was chosen after we had already chosen another one at the 11th hour. It is minimal without being too austere and most of all it is in tune with our concept of simple, straightforward food. It also allows us to use the logo in many different ways if we so decide to expand in the future and that flexibility is something we didn't have with previous logos. It also allows us to have an identity now, one that communicates the essence of Spruce in print. I would love to hear your feedback and thoughts. This whole process has been incredibly rewarding thus far, and I can only imagine that each step will bring with it new challenges. All the best and happy eating.