A key value and design objective was simplicity, as well as using the sloe berry and the concept of slow speed to represent the considered cooking process. Working from the image of a plucked sloe berry, the final abstract mark was constructed from two circles, working it’s way into the type through the “O”.
The images below illustrate earlier design comps, leading to two final design options and showing the logo in context.
Just seen the logo on the credits ‘end board’ as it will be broadcast. Just cannot tell you how happy we are with this. Thank you so much for all your hard work and genius.
Design Pascal Barry, Joe Lovelock, Dušan Tomić