For our logo, we wanted something to reflect our value of simplicity, which I think we got. Clean, tidy and easy to read.

We also wanted an icon, an image without words, which could stand alone and eventually become a brand. The ampersand seemed the best element of the logo to develop. One criterion we had was that it be easily hand drawn. This way we could write it on an order or a paper bag with a pen and still associate our product as bread&cup.

Another was that it had some originality to it. We didn’t want it to just be a font replacement. It needed to say something, but we weren’t sure how to get there.

The icon first looked like this:

But it didn’t seem to say anything as it stood on its own, so a little brainstorming led us to make the downward slash a stalk of wheat. I’ll write more later on the significance of this symbol.
The Logo