For the logo I explored various typographic styles and graphic symbols that were quite common amongst competitors. In order to differentiate we decided not to use any visual cliche baking graphics such as cupcakes, rolling pins, whisks etc or to use any handwritten or script style fonts. Instead we opted for a clean and contemporary sans serif font and based the logo symbol around the shape of a cottonwood tree leaf. This gave the brand identity a more personal and unique image which is representative of Helens work and her approach. The cottonwood leaves also turn a vibrant yellow in autumn, the yellow colour pallet also helped to add a vibrant, friendly and colourful feel to the identity.