Seeing how many malls have a truly tragic lack of doughnutness, I developed a chain of small cafes that would sell doughnuts to hungry shoppers in malls. Since the idea is to grab the viewer’s attention amongst the many visual stimuli present in a mall, I designed a delicious logo that is both bold and memorable and also conveys the idea of a quick and easy snack. The colors are both simple and recognizable so that no matter which mall you go to, you will always be able to spot On the Dough.