To start off with, I love to eat good pastries. I’m a pie, danish and cinnamon roll person. I’m also very fond of muffins. I’m not very big on cake or frosting but lots of people ask me to make them for them.
I’m an advocate of No Shortcuts in baking. I think bakery items should come from fresh fruits, frozen works, but definitely not canned to fill a pastry. I want the pastries to be made fresh, not opened from a package and cakes, cookies and muffins should use high quality flours and sugars and real butter, etc. No artificial or imitation anything. I want to do away with all the chemicals and preservatives that come in anything you buy pre-made.
I hate to eat foods that are over processed or have preservatives and artificial ingredients in them. One day I started talking to owners of bakeries. I learned that they don’t make their own puff pastry for danish pastries. They get them delivered from a supplier. And they get their fillings in cans, not from fresh fruit prepared by them. These are small bakeries that tell me they do this. I can taste it in their food.
It’s easier than you think to make these fresh items and I’m going to share with you some of my ideas and processes on the whole matter. My goal is to take the scary part out of home baking, make it fun and easy.
While the focus is on healthy baking, the site will also cover other aspects of home cooking from scratch. The site will be a blog format with articles covering cooking techniques, recipes, hints and tricks. We're focused on the home cook that wants to get away from using pre-made stuff and get a bit messy trying some new things out it in the kitchen.
The primary reader will be adults and we will also be writing about how to include kids in the kitchen.
We are looking for a logo for our new website no-shortcuts.com.
It should be versatile so that it works in multiple sizes and mediums as we will build our brand around this logo and will be using it both on the web and in print.
The logo should be a clean design, not overly complicated or greatly detailed or too reliant on color. It should work in both color and black-and-white.
A clever icon that is not too cliché (chef's hat for example) will likely take the lead.
Some themes we want to represent in our content:
* healthy eating
* cooking and baking from scratch fun and easy
* fresh food, fresh ingredients
* locally made/grown ingredients
* delicious results
* accessible to kids
A font we particularly like is Scriptina Pro available from http://www.cheapprofonts.com. We're open to alternates.
Favorite color is purple but don't feel that it is necessary to include. We're open to your ideas as we haven't selected a color palette for the website.
The background of the logo should be transparent
The files we will require are:
Print file format - .ai (CMYK)
Web file format - .jpg, .png and layered .psd (RGB)
Browser icon - favicon.ico
Please do not use any stock images or clip art in the logo and we do not want it to be cartoony.