WAFFLE UNION (A local, high quality ice cream shop)

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This customer received 175 logo designs from 55 designers. They chose this logo design from wonderland as the winning design.
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AFTER SEEING DESIGNS, HERE IS SPECIFIC FEEDBACK:
WAFFLE UNION should be spelled in all caps, sans serif, thick font. Sumner, WA should appear below the name. The emblem should have a circle around it and be above the text. A subtle or abstract ice cream cone/waffle cone above. Use only one color.
I would like to see a design that is clean, simple and maybe even shows the union of ice cream and cone. I am not looking for a childish or bold design, this is a more upscale ice cream shop.
Updates
Gathering more feedback
Target Market(s)
general downtown shoppers
Industry/Entity Type
Food Service
Logo Text
Waffle Union / Sumner, WA
Logo styles of interest
Emblem Logo
Logo enclosed in a shape



Pictorial/Combination Logo
A real-world object (optional text)



Lettermark Logo
Acronym or letter based logo (text only)



Font styles to use
Colors
Designer to choose colors to be used in the design.
Look and feel
Each slider illustrates characteristics of the customer's brand and the style your logo design should communicate.
Elegant
Bold
Playful
Serious
Traditional
Modern
Personable
Professional
Feminine
Masculine
Colorful
Conservative
Economical
Upmarket
Requirements
Must have
- The words "Waffle Union." Would be nice to have Sumner, WA on there somewhere too to give location.
Nice to have
- Emblem that can stand alone, or with text. Sans serif text. Emblem above text in a circle. No cursive scripts.
Should not have
- Childish ice cream cone design, bold colors, cartoonish design.