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SAN FRANCISCO PROFESSIONAL FOOD SOCIETY

Cooking up a re-brand for SFPFS

San Francisco Professional Food Society caters to chefs, cookbook authors, gourmands and just plain foodies in the greater SF Bay Area. 

THE CHALLENGE

SFPFS is a decades-old organization that provides support and a professional community for its members. When they approached us, their logo was outdated and as is the case in many non-profits, had been designed by a volunteer—and no judgement—needed a level up. Like most logos, theirs needed to also be versatile and work legibly throughout their online and print marketing. 

THE SOLUTION

After hundreds of sketches, we opted for a silhouetted cooking tools motif that integrated the name of the organization (see other explorations below). We allowed the outer edge of the knife blade to form the boundary. 

THE RESULT

The logo became a "staple" of their brand. It translated well to the web site we helped re-design and to several pieces of collateral. 

Alternative Designs

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We often show first designs in black and white so color doesn't become a distraction. It helps clients while they're evaluating designs for the right symbolism, tone, and brand fit. These feature San Francisco landmarks doing double duty as cooking implements.

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A typographic solution containing some wordplay on the term "foodie". 

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A late round "close but no cigar" solution. The final logo was an iteration of this design. 

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More study of the utensil motif as a mandala-type badge mark.

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