At first glance, it is apparent that the MILK logo is fun and playful, especially because of the designer’s decision to frame each letter in “milk” in traditional milk bottles. The simplistic characteristics also portrays a business that is modern yet warm and inviting. The red hue in the logo is not too intense nor is it too dull and allows the white letters to pop against it. The type used in the logo also adds to the casual vibe of the business. The choice to place the letters at in the middle of the bottle allows a viewer’s eye to move around and experience the logo; the negative space above and below the letters better translates the shape of a milk bottle. Although the logo is visually attractive, it may not always portray what the business is or what they are selling. If a customer is not local, some consumers may think it is a milkshake bar or literally just a store that sells milk and/or milk products rather than a dessert joint.
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