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Create a distinctive mark for a new, modern, husband (Chef/Owner) and wife (Pastry Chef/Owner) restaurant.
Capture the yin-yang of the chefs’ relationship: sweet & savory, wife (Michelle Karr-Ueoka) & (Wade Ueoka). The two are complimentary in their expertise, each providing a necessary balance to the palate.
The logo uses their initials and plays upon the near identical letter forms of the “M” and “W” — a single form, which when rotated, can yield two letters. Yet, another nod to their relationship as "one" (married couple) yet still two (with unique perspectives and contributions to their kitchen.) The particular positioning of the fork forms allows them to function as type and provide a culinary/dining reference. Subtle adjustments to the fork forms were made to balance the read as both familiar object (the fork) and as type. The moniker is carefully set in Ideal Sans; selected for its M & W forms and humanist & modern qualities. The logo is meant to also stand firmly on its own apart from the type. As the restaurant gains in reputation, the moniker can casually retire the word "restaurant" and just be referred to as "MW" as the mark itself suggests.