The movement and shape of the top of the tart references the many possibilities within your shop's cuisine. The distinctive ridges on the lower side of a tart was particularly important to convey. I modified an arial font to make the ohlalatarte type. The regularity of the shape is punctuated by small flairs on the ends of the letters. The shine on the logo indicates cleanliness and more of a dessert appeal.
The movement and shape of the top of the tart references the many possibilities within your shop's cuisine. The distinctive ridges on the lower side of a tart was particularly important to convey. I modified an arial font to make the ohlalatarte type. The regularity of the shape is punctuated by small flairs on the ends of the letters.
Thank you for submitting your logo concept and for the explanations, they definitely helped me understand your approach.
The logo icon looks great, but in my opinion, it evokes more a muffin than a tart. Have you looked at my pictures (http://www.facebook.com/media/set/?set=a.215204875170282.59339.215199521837484) to see how mine look like? Maybe if the ridges weren't as high, I could see a tart more than a muffin. I'm not sure about the bean shape in the middle of the tart either, is this supposed to be a stylized fruit? I guess I forgot to mention that since most of my tarts will have fruits, it'd be nice if the logo could convey that idea too.
I definitely like the shine on the logo, and I appreciate the effort on the font, especially the flairs. Would have the same font without the reversed italics? (not sure if I make myself clear here, so don't hesitate to ask for further clarifications, if need be). Also, if you could try with uppercase first letters (O and T), that would definitely be helpful.
I have changed the font as you suggested, and I think it is much more readable now. I added in stylized strawberries and a new color very close to red, but still on the side of pink. The strawberries are the most complex shape, so that will be the first thing your audience notices. Previously, there was no overlap between shapes. The addition of the fruit no longer allows that, but I think there is still good readability for the logo. Thank you for your comments.
Thank you for your last efforts. I definitely like the font and shorter ridges better, but as you point out, I'm not quite sure about the strawberries, which do capture too much attention. Perhaps, the simpler bean shape would be better overall. Or is there a simpler shape that would evoke a fruit?