Avenues Bakery logo

gulliver's picture

This is a logo I've been working on for a client who is opening a small, indepentent neighborhood bakery. Fresh handcrafted artisan baked goods will be the focus, but the bakery will also offer a small coffeeshop, limited delicatessen and bistro-style and sidewalk dining.

The bakery will be located in the Avenues neighborhood of Salt Lake City, hence the name.

After a few false starts on an image concept, this is the image and type treatment that the client liked.

The colors are based on (and meant to be evocative of) the characteristics of baked bread, and the overall feeling we've been trying to create is a simple, rustic, artisan-style charm.

There will also be a horizontal banner version, with the mark set to the left and the type in two lines next to it.

Comments appreciated!



mica's picture

I like the warm colors and the man wearing an apron. Not sure about the italic set on a curve, it makes a funny space between the A and v.

gulliver's picture

Thanks. I think all good logos should involve a man wearing an apron. :-)

You're right about the awkward space in the "Av" combination. I'll try redrawing the "A" to compensate.

Any other thoughts? I'll be out of town until Monday, but I'll check back then for more ideas and to post a reworked version.


aluminum's picture

I don't think you need the gradiant. Maybe try a solid brown or split it into two fields (wall/floor?). The gradient just seems way to modern of a technique for the style you are going after.

The italics just doesn't work on a curve. I agree with what Tiffany says...maybe try some other type forms.

It's a nice illustration. You may want to beef up a few of the negative lines if you go with a smaller version of it.

fontime's picture

Great logo.
I agree darrel said. It's better without gradiant. Roman type are better for work on curves.

Other question.
How match this work?

aquatoad's picture

Hi David.

Sorry for a grumpy opinion, but I think this one is missing. I don't know the client, or what they have in mind for the decor...

Type: I agree the italics on the circle isn't working. Try open capitals (?), big bold deco sans (?)

Illustration: This is saying clip artisan to me. Too computerized for an artisan outfit. I'm looking for an engraving, or a woodblock print, or scratchboard... not vectorville.

There was a gelato shop logo that got posted a few months back that I think was suffering from the same sort of trouble. I know Louise Fili was mentioned elswhere recently, but check out that site for some gourmet/food/restaurant delectable type. www.louisefili.com

Maybe it's modeled after an old streetsign (I've got some photos if you want). Maybe it's not old at all, it's just where my mind goes first. All that to say, I've seen your postings at typophile and have been impressed. This isn't it, but you're surely capable. Sneek away from your machine, and go for it (fresh bread on hand might not help!)

Good luck,

bongo's picture

After a week of design classes, I believe I'm qualified to shoot my mouth off, so here goes:

Something's not quite working with the type. I think it's the ascenders and descenders - you have to leave a lot of space for them, so everything floats instead of feeling integrated.

As for the illustration, Randy said it - it needs a warmer handmade feel. I'd also add that you should get to the essentials, cropping it fairly tight around the hands and the loaf. To me the focus of the image should be the bread, not so much the artisan.

I also think the dark brown should be pulled back. As it stands it looks almost black. Despite sounding cliche, I think the pallette should be muted and more in the grain/crust color range.

Okay, I'll stop now.

hawk's picture

about the illustration:

1. the neck - too straight and heavy. see my fast-fast sample.

2. i'm thinking that the guy is naked + skirt. see the other sample.

3. arms (proportion) - the left (real left) too heavy

David Hamueld=1

hrant's picture

Schwarzenegger was a baker? ;-)


hawk's picture

about # 2 - the naked thing

David Hamueld=2

hawk's picture

scharzengger - well. i don't know. by the way "schwarz" is black


David Hamuel

beejay's picture

Gulliver, I think they've pretty much touched every nerve,
but on a diff. note....

I have a typeface in my head that I wish I could
see used. I wish I had a use for it.
Madisonian from Presence Typo.

My sister is getting married next summer and I gave
her some typeface suggestions, among them, Madisonian.

She went off on her own and purchased Copperplate 32
and Zapfino.

So now, we don't talk anymore.

Okay, copperplate is not that bad.
and I love Zapfino

But Madisonian, maybe it might work somehow?


some other things I assoicate with bakery logos...

wheat, banners, upright ovals, handtooled type.

but maybe those are all clich

hrant's picture

> Zapfino

For weddings it's OK. Unless it's two guys.

> wheat, banners, upright ovals, handtooled type.

What about just the flat-headed stick?
You know, the one they use to insert/extract the bread.


kakaze's picture

Well, you don't have to worry about two guys using any fonts for their wedding...well, unless they're in canada.

squeeze's picture

Most everything that needs to be said at this point has been said. I just wanted to comment on a couple of points made.

RE: Oscar's cropping in on hands and bread comment

bongo's picture

That was the other idea I had - hands kneading dough, or something suggestive of hand-crafting loaves. Never mind that even artisan breads are kneaded in giant mixers - they're still handcrafted in a way mass-produced bread isn't.

The "flat stick" used to slide loaves in the oven is called a peel (or baker's peel).

hrant's picture

> The human figure/artisan ....

Good idea.
So maybe show the forearm+hand grasping the peel.


Miss Tiffany's picture

david. hmm. will they have croissants? what's the address? what about pan chocolat? :-) About the logo. I've always like the idea of the illustration creating the shape, when possible, without having to use a shape. Does that make sense. As you have used the idea of something old and craftsmanlike, perhaps you could imbue the illustration with more a sense of history?? And perhaps instead of all italic incorporate some roman or a friendly sans??

Jared Benson's picture

I'll just add my "seconds" to what's been already said, namely:

1. Italic type on a curve not working
2. Hand-crafted logo perhaps better than vector
3. Gradients aren't necessarily helping
4. Love the apron

Also I might add that this image you're showing seems familiar to me - the side view of a baker shoveling bread to/from a brick oven - is there another angle or focus that could be explored to make the logo more ownable?

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