bake - March 2014 - 29

in a small country farmhouse. We purchased a recently

We're a proud sponsor of the Providence Children's

restored, 1954 cherry red Ford F100 Pickup to park

Film Festival, and as such, our logo appears on screen

out front, and thus was born the inspiration for our

before the ﬁlms. One year when it appeared, a row of

ﬁrst logo. An illustrator drew the truck in front of the

ﬁve year olds yelled, 'Seven Stars Bakery!'  I thought,

farmhouse and paired it with 1940's-style typefaces.

'Wow! That's the power of a logo!'"  

I used that logo for four years, but as we grew and
matured, I wanted a hipper, yet slightly sophisticated

Just a Bite - Irvine, CA

update. Last fall, I spent a lot of time playing with new

Mindy Himmel, founder and president

typefaces. I ﬁnally found a font that alluded to the

"Logos are critical for brand recognition. I didn't want

Ford logo on the old pickup, but still looked classy on a

the logo for my cake pop shop to be too corporate

cake box. And to acknowledge our rural roots, I paired

or serious, yet I wanted to avoid anything childlike or

it with a chunky, funky, condensed typeface. Because

cartoonish. I contracted a designer and discussed my

most of our packaging features a photograph of the

vision. I made suggestions about the colors and fonts

old red truck, it seemed redundant to continue using

I wanted and didn't want, and she assembled the ﬁnal

the illustration, although it occasionally resurfaces." 

palette. The cake pop represents our primary product
offering and ﬁts our bite-sized brand vision. The

Stick&Pop - New York, NY

sprinkles provide levity and playfulness, as does the

Jacki Caponigro and Christy Nyberg, co-owners:

casual cursive. And the ribbon ties together the image

"Logos communicate the attitude and intention of a

to create a consolidated look without completely

company, so we wanted our cake pop shop's logo to

encircling it. We use our logo everywhere we can-

be happy, playful, fun and sweet. For practical reasons,

our website, invoices, packaging, stickers, signage,

we developed circular and horizontal versions, both

apparel and more."

of which are featured prominently in our marketing.
The colors, shapes and typography we chose merge

La Boulangerie - Chicago, IL

together to present an easy-going, cute brand. Our

Chef Vincent Colombet

logos actually feature two fonts of different weights

"We hired a cost-effective, experienced designer to

to compliment the name Stick&Pop-stick being taller

create our logo. We exchanged a lot of emails, and

and thinner, and pop being fuller and rounder. And our

it took us three months and dozens of versions to

logos' ampersand extends as a ribbon to represent

ﬁnd the ﬁnal design. We wanted our logo to invoke

our pops, which are wrapped and tied with a bow. The

tradition, modernity, quality, warmth and a French

branding really follows all the way through to our ﬁnal

feel. Our designer suggested the font because it

product presentation."

looks like airbrush with ﬂour, and we immediately
liked it. We wanted warm colors, and we decided on

Seven Stars Bakery - East Providence, RI

a square shape so we could use it on our website,

Lynn Williams, owner:

menu and marketing materials, as well as on all our

"After 10 years in business, we needed a logo update.

packaging: baguette bags, cake boxes, macaron

Our old logo was vertical and presented all kinds of

boxes, etc. We also have the wheat bud that we can

challenges, so we wanted something rectangular that

use alone, if necessary."

would easily ﬁt in print materials, on our website, and
on t-shirts, hats, and travel mugs. Blue was our color

Implementing a well-designed logo can communicate

from the get go, and like our bakery, we wanted our

a lot about your bakery, as well as instantly instill

logo to look sturdy and handcrafted. The beautiful

brand awareness, recognition and loyalty. Over time,

hand-drawn font, the wood block, the wheat, and

your logo can lead to increased mind share within

the wonky stars all work together to accomplish that.

your target market, and eventually, to increased sales.
bakemag.com | MAR 2014 > 29
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bake - March 2014

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