Sugar, Sugar, Honey, Honey: Sweet Logos for a Candy Emporium

Michael Doret, the master letterer and founder of Alphabet Soup Type Founders, is involved in “a really interesting logo/design project out here in LA.” It is a series of six logos—five by Doret, one by Laura Smith (hers is last in this post)—for a new retail space that collects 12 candy shops under one roof. Sweet!

“The guy who is doing it is a really interesting character,” Doret told me,  “and he’s making this collection of shops really unique, kind of like a small, quirky, old-style amusement park. At any rate, this was one of the most interesting projects I’ve been involved in for a long time.”

Doret has been publishing case studies on his blog, showing inspirations, sketches, and semi-final iterations. Doret’s generous confection is an opportunity to learn first hand how his complex methods start and finish—well worth a look-see.

For more Steven Heller, check out The Education of an Illustrator‚one of the many Heller titles available at

3 thoughts on “Sugar, Sugar, Honey, Honey: Sweet Logos for a Candy Emporium

  1. Marsha Eaves

    I think the first one (Route 66) is perfect. The rest don’t make it. I designed a set of logo/package designs in Australia several years ago that had many of the same design elements and very similar typefaces and colors. Sweet!

    M. Eaves