Red Antler has taken on the project of redesigning California bakery SusieCakes identity. The company sells cakes, cup cakes, pastries cookies, pies ect. With multiple locations across California it was important for the company to make a strong impression so that existing customers would continue to keep their loyalty to the bakery. To make the brands logo Red Antler started by using icing and writing out the bakery's name to produce an identity that would be like no other. Below is an example of this:
To the left is SusieCakes original logo, to the right is what Red Antler has produced as the final product.
The end result got mixed feedback in my opinion the end result looks too much like something you would find in a grocery store. The brand loses their personality when you look at the type alone without any of the extra added elements. I like how they have gotten rid of the heart and unnecessary dotted line underneath of the logo. As well I like how the colours and symbols/added elements of the new logo give it the 1950's feel, which gives it a warm, home cooked feel to it. I also think they did a good job designing the female character that companies the logo. Altogether I feel like the company has been given an identity that has been polished and works as a system, but loses some of its personality on the way.
Other viewers had this to say about the new logo:
A definite downgrade in my opinion. The original mark has personality and I feel like the new one loses a lot of that. The application is wonderful though, and I love the Susie character. If they could utilize the old word mark (less the dotted line) with the new colors and applications, It'd be absolutely perfect.
I LOVE it. The old logo had a 90's-ish diner script that was relatable, but the new 50's-ish script embodies Americana and shows a lot of love went into its design. Very deliberate and thought-out, but carefree at the same time.
I loved the sweetness of the old logo - there is a warm, intimate feeling in the script. The new mark with the stencil feel looses that. Gives me the impression that the company went corporate. I would have loved to have just re lettered and updated the previous typography.
Opinions from: www.underconsideration.com/brandnew/archives/susiecakes.php
Pictures from: http://redantler.com/work/susiecakes
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