FoodMagic.com - Logo Design

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One of the first projects I worked on when I became Creative Director with ParaSoft / Predixis, and started work on FoodMagic, was to come up with a logo for the application.

I wanted the logo to be welcoming and pleasant to look at, and I had a lot of colorful kitchen and food imagery in mind. Initially, I developed 8-10 ideas in thumbnail format, but I kept returning to the idea of somehow presenting the name literally - food and magic. The moment the idea of a wizards hat as a chefs hat, and a wizards hat as a cornocopia hit me, I went in that direction and developed a number of variations for that. Obviously, I was working in black and white, and then flat color at first, but this idea met with unanimous approval. I knew it was a little more complicated than I usually advise for logo design - but knowing we were using it primarily on the web, I decided to go with it like this:

I could barely wait to finalize the basic b/w and flat color images so I could work on the web version! :)

I suppose what I love most about the web is the lack of color and budgetary limitations (as with print) - if I want to do technicolor, if I want to do three-d, if I want to have serious detail, I can do that on the web version. This is the final web image for the FoodMagic brand, done with a combo of Photoshop 3D effects and a good deal of painting with the graphics tablet:

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