December 14, 2013
Fifteen months ago I left you in the middle of a story. I asked for your advice and then forgot to tell you that I took it.
You may recall – if you were reading these essays then – that two years ago, when I thought I had found a location for Bread Furst, I asked Brad Ireland, a local graphic artist, to help design a logo for the bakery.
I had in mind something like what had been done for Marvelous Market and The BreadLine, a symbol, something memorable.
But Brad was thinking more evocatively about a letter-only logo, something classic, something evocative of bakeries from the early 20th Century.
I brought others into this selection process and devoted one of my early postings here to the subject. I got a lot of advice. But nearly all of it focused on what I had sent you. No one suggested a Bread Furst pictorial version – a bread, the silhouette of a baker, something like that.
I gave up. I did what Brad and Heidi (from our architectural firm) and you liked, a simple, straightforward logo.
It’s clean. It’s classic. It’s minimal. It’s enough – except: I confess I am not quite satisfied. I’d rather have a carrot and sun like Marvelous Market or a faded B like The BreadLine.
But there are more important concerns now. The roof on the building we rented has to be replaced. The leaks from the walls have to be plugged. I have to raise more money.
And we really, really need our building permit as construction has come to a stop.
After all, what’s in a logo?