My first impression is very positive. I really like this logo and the color palette but I agree with Eric that stock photos and vectors are not to be taken lightly plus it’s best to avoid them altogether since I doubt many clients would be happy to see their icon as part of another company’s logo which is a potential scenario with stocks/clip art. Otherwise here are some ways I think you could tighten up your design:
1) Make visual improvements to the word “from.” It appears to be dancing and perhaps because the R and O are not level with the top and bottom of the F and M. The character weight also looks weird when it’s shrunk to that size. You could adjust the thickness of the characters to appear more consistent. Is it the same color as “Scratch”? It seems slightly lighter to me but it should really be the same color so that you only have 2 colors in the logo
2)The S in “Scratch” and B in “Bakery” should be level with the rest of the word. It bothers my eye that the B descends below the line upon which the rest of the word sits.
3)Play around more with the alignment of “From.” Part of the reason it seems to be floating is because it has no strong alignment to anything else in the logo.
4)On the alignment note, the cupcake should really align to something, whether the bottom of it aligns to the bottom of the S or the bottom of the Y.
I hope that helps you. I think it’s a great logo already but it could use some minor adjustments.

I too get a good feeling from the logo at first glance. I like the choice of typeface; it says fun and classy. It’s a playful serif. What I’m concerned with is the size and placement of “from”. The mark reads more like “Scratch Bakery” than “From Scratch Bakery”. The “from” is hierarchically more like “The Scratch Bakery”.

Also, Erik, I believe it should be “Design Principles”, rather than “Principals.”

I agree with Catherine. The name of the company is “From Scratch” and that should be the primary focus. I would even consider leaving off Bakery. You accomplish that meaning with the icon and the name itself.

Some comments from my side:

1) The colors seem lovely and inviting. The tone of pink is catchy.
2) The cream on cup cake rings bell of both creamy taste and also the steam in my head.
3) Font of letters both are sharp and curved which enables both firm brand image and attractiveness in the eyes of final consumer.
4) Compared to the logo, brand name is too long (compare the place used by logo and the brand name)
5) The word of “FROM” seems a little bit blurred/unsharp. 

Anyway, repetition makes perfection
Linsey from how to make a cake

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The colors are inviting, modern and cheery. I wouldn’t mind seeing the pink toned down to a light pink, similar to frosting. The cupcake icon concerns me slightly because it looks as though it could be clip art. I don’t know if Kelly drew the cupcake icon or if she picked it from a stock library somewhere. C1000-003 exam questions

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We have been battling the new design to our logo for a little while. Thank you for your article, even though we aren’t bakers, it made a difference to see what some other companies go through. We are just an affordable insulation company who has a female owner who enjoys baking also. Keep up the great work!

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