The two items that MUST be clear and obvious in any design are (1) We are in the business of selling ice cream.
(2) 320Below relates to a TEMPERATURE of minus (-) 320 degrees fahrenheit. There can be NO mistaking it for the price of the products.
Preferably the logo will also be :
a) bright, cheery, modern & jazzy in a style similar to the attached pictures.
b) give a feeling of COLD or FREEZING temperatures.
c) incorporate the smoke of the liquid nitrogen which boils rapidly when it is poured over the ingredients and gives rise to large smoke plumes. Google liquid nitrogen ice cream for an idea of the smoke involved.
Coloured-tree.jpg and Coloured-cats give an idea of the colours we like. Giant Ice Cream, Ice Cream Cones and Ice cream street give an idea of the graffiti style. Hot fudge Sundae + Three Balls are probably our favourite styles as they seem to be modern, colourful and relate best to the use of Liquid nitrogen as the balls appear to made out of smoke and the underlying glass gives the feeling of ice shards or crystals.
Finally PastedGraphic is our own rough sketch. The ice cream balls in a dish make it obvious what the business does, the thermometer illustrates the temperature. To incorporate the liquid nitrogen use we wanted to add smoke beneath the glass that had the rough appearance of two hands holding it and in the smoke would be written NITRO CREAM CAFE but alas this was beyond our artistic capabilities.
Finally the last picture - 320Below - is a logo we've had done from a previous designer. Although adequate we do NOT feel it is colourful or jazzy enough, we don't like the ice cream on the left and it doesn't give a cold feeling or show anything to do with Liquid Nitrogen i.e. it is not ice cream made in the traditional way.