Not so Fresh

Near the Landmark Center is a restaurant called Fresh City. I haven't actually eaten there, (probably because it's on the second floor) but you can't miss the logo displayed right in the center, outside the main building. Another bad logo. Only this one is just too hectic, too colorful and a bit too crazy. Maybe that's their image? But come on, it's a salad place, so I'm thinking not.

Is it just me, or does the typeface look like the title of a scary movie? It's kind of creepy, on-edge, like it should say "Night of the Living Dead" or something. I like the curls at the ends of some letters, even though curls are a bit cliche, they are still cute. This logo also uses about seven colors! Seven! If you notice some really effective logos, they are usually two, maybe three colors at the most. (example: Target, Gap, Macys).

If the Fresh City graphic designers took out the coffee cup and maybe the lemon, leaving only the carrot, the logo would appear much cleaner. They should also probably get rid of the squiggly lines above and below the copy, "Built on Great Taste." The blue and green outlines surrounding the whole logo are also completely unnecessary. They only add to the clutter. This logo certainly could use a makeover.