Written by Scott
A Bit of Background
I’ve always loved to create. In high school I’d always pick the option of making a video whenever it was available for a large project. This led me to studying Communications and New Media in college, where I dabbled in a little bit of everything and eventually gained enough experience to land a job as a graphic designer at a local winery.
I wasn’t an expert by any means, but I was a quick learner and enjoyed coming up with creative designs for brochures, t-shirts, and wine labels. Below is my one of my favorites, which had a matte black background but a glossy image and glossy gold border. The picture doesn’t do it justice, but I was pretty proud with how it turned out.
This was also their best wine, in my opinion.
I also got a chance to come up with fun, quick designs, such as my “wine weather map” that I made before Hurricane Sandy.
My most famous 5 minutes of Photoshop.
It only took a few minutes to design, but the results were insane. It got shared over 10,000 times that year. Then four years later, before a record setting snowstorm, it turned up and was EVERYWHERE. One Facebook page had it at 130,000 shares, another page had 95,000, and I had countless people tell me they had seen it all over the internet. I overheard people talk about it at church, not realizing I had made it. Then it reached the peak when it was talked live on Fox News. Unfortunately, I have yet to find a way to translate this into any sort of real fame.
Logo Design is My Kryptonite
All that design work I did at the winery was fun, but there was one aspect that I avoided at all costs: logo design. It was the bane of my existence. I simply could not come up with a good logo to save my life. I studied them, read articles, could tell you what made a good or bad logo, and picked my favorites, but could not come up with a single workable idea.
When we were getting ready to start Whoopie Bakery, I knew one of the first things we would need was a logo. I knew right away that I wasn’t skilled enough to make it on my own, so it was time to hire a professional. Conveniently, I work at a company full of talented designers.
I knew Keeley Black would do a great job, as I’ve worked with her in the past with projects and she’s been able to design things exactly how I envisioned them. I ran the idea by her and she was super excited about it, so we started to brainstorm what we wanted.
Whoopie Bakery Logo Design
As a former graphic designer, I know it’s much easier to get direction instead of “just make something” so we wanted to come up with a few ideas and themes.
I’m a sucker for round logos. There’s something about them that just looks complete, and pointed. So I knew I’d want it to be round. I also knew I didn’t want it to just be text in a design. So I’d take the BMW logo over eBay any day.
I’m also a sucker for logos with double meanings, or ones that could be looked at from a number of ways. Like the FedEx arrow or the Milwaukee Brewers MB Glove.
We did a ton of research and compiled some logos that we liked. We noticed a common theme, in that they were all either black and white or dark brown and white. Those colors seemed to fit the Bakery really well, especially being the colors of the classic chocolate and vanilla Whoopie Pie. We also thought it would be great to have the logo look like an actual Whoopie Pie, but didn’t want to make it look like the cheesy Burger King logo.
We sent all of our ideas over to Keeley and told her our vision. We knew she would do a great job, but were still nervous because whatever she came up with would define Whoopie Bakery for a very long time. After a couple days, she sent us the logo that we instantly fell in love with:
The first one she sent was black and white, but we still knew right then that she had nailed it.
Now, we have a bit of a bad habit of falling in love and picking the first thing we see. We bought the first cat we saw, we bought the first car we saw, and we even bought the first house we saw (after doing plenty of research on the car and house, of course). So we took a few other drafts from Keeley and showed them to others, and everyone agreed that this was the one.
It has the round look that we wanted, perfect fonts, perfect color, and has a classy feel without seeming expensive. It also has a bit of the double meaning. I see it as a Whoopie Pie from the side view, with the word “Whoopie” as the frosting, but I also see it as a Whoopie Pie from the top view, looking down on it with the frosting coming out of the sides.
Picking a logo is a big deal, and I’m thrilled that we got something that we love, and will represent our business for years to come.