Lindy's Cakes logo

Brand identity re-design for international cake designer Lindy Smith

Lindy Smith from Lindy’s Cakes approached JWJ to re-design her business branding. She wanted to make it more modern and to avoid clichéd ‘baking’ logos. Lindy truly is an expert in her field and is well known in the sugarcraft cake world. Not only has she published many books on cake decorating but also teaches and presents on sugarcraft. Lindy wanted a new branding that reflected her relaxed personality and her well known expertise on using colour in her designs. The branding needed to be quite flexible, appearing in various formats and sizes.

JWJ created a signature logo by adapting a typeface to create an iconic L shape. The L could be used independently in a roundel as well as in a background pattern. The main logo could either sit on a gradient background or be cut out of the gradient colours. Using gradients created a modern logo that was dynamic and energetic.

New brand identity for Lindy Smith by Joshi was Janes