When we decided to call our mobile eatery Frysmith, an anvil as the logo immediately came to mind. To us it evokes craftsmanship and the distinctive shape just looks neat! I drew a couple in my original scribblings, using a fry basket instead of a hammer (and imagined E wearing a blacksmith apron while cooking... not going to happen).
Then we got an actual graphic designer, Michael Francia, who came up with several more great concepts. But by that time E and I were just too hung up on an anvil, which for some bizarre reason doesn't make the average person think "tasty fried food." Michael was able to make it work though, creating fry sparks that hit off the edge and a color theme that makes you think fries!
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