While at Charming Robot was tasked with creating a logo & identity for the next big crowdfunding site, PieShell. Their primary mission is to create and cultivate a community of food- and beverage-oriented entrepreneurs with a platform that allows for funding of campaigns through contributions, done with the understanding that giving comes from the heart. I designed this logo we call the “fork mark,” inspired by the baker’s practice of poking the bottom of the pie shell to keep it from bubbling while baking; ensuring a flat base. The “fork mark” is at the foundation of the best blue ribbon pies. The custom wordmark’s circular letterforms are contrasted by angular ascenders giving PieShell an approachable yet modern feel.