Key steps in development of the logo and concept, twinning the logo idea with the underlying concept of 'pick of the crop' which lead to 'cream of the crop', and hopefully moving away from something that looked like a pie in too many stages. manipulating line weight and type placement to develop the merit/stamp idea.
Mixing up type a little bit and combining a stronger slab serif with the design instead of the previously preferred tall san serif typeface.
More of a curve? I think so.. looks a little more like a crest/merit as intended, gives a little more presence? time to try colour? pastel shades and variety of colour?
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