The revised mark has been simplified from its predecessor (reduced color, graphic translation of imagery, modern typeface). This simplicity reflects a transparency the competitors cannot match.
The umbrella symbol has been derived from imagery used in the original mark. The use of color was minimized within the revised symbol to reduce printing costs and allow for easier hand-printed processes. The logo is distressed to reflect Street Treats’ position as an urban local business with a DIY aesthetic. The circular typography contains the logo and creates closure within the mark.