The original brief for this design called for a “Louis Vuitton” style which inspired the first three logo designs. I personally love all three and they were well received but it was decided they were too busy for what this brand was going for. I “went back to the drawing board” so to speak, and came up with a much more simplified look with the candy icon and company name (mimicking another style the client had seen and liked). A few font and color choices presented, and the last image was the final result. I do like it – sweet and simple. Two colors which will translate easily into black and white or spot color printing.