Values and feelings that the design should communicate: The logo should be fun, light-hearted, distinctive, and not overly complex. It would be nice to communicate a sense of discovery, and enthusiasm for delicious sweets in the logo, although the link to sweets can be abstract versus literal. The logo will be used on business cards, for branding on packaging materials, on letterhead, etc.
Style/look preferences:, The word “Sweetist” should be stylized and included in the logo. Also, the logo could include different shapes, emblems, mascots, etc. Please have fun with it!
Additionally, the logo will be used on the website and should thus fit it well. The website will be clean and modern, with emphasis on the desserts, presented through rich imagery, and offered in a friendly way that communicates the “local” and “delicious” nature of the goods (foodie colors). See goodeggs.com for an exemplary site we like a lot.
Things to avoid: Avoid an overly feminine color palette (i.e. pinks, pastels) – the logo should cater to an urban demographic of sweet-lovers, i.e., working professionals who are both men & women.