The concept for this logo is the interesting idea of including a graphical representation of the spoon, knife and fork to accentuate the idea of the business. The concept is very well thought–out, but the strong orange really attracts all of the attention and it becomes difficult to see the letters that surround them. The contrast is very good, however it is used in the opposite way then it should have been; the letters and company name should be the more dominant element here. The idea of using the knife, fork and spoon icons was used perfectly by creating all three using the same circular element, this provides repetition but with differences and makes it more interesting. If the surrounding letters were a stronger colour or perhaps even in a thinker font cut, it would strengthen the logo considerably.