King Arthur Flour

CC: It's a 200-year-old brand with a logo that looks like it was created 200 years ago, in a good way. The hand-drawn nature of the logo shows a company that is proud of being personal. The circular shape suggests a seal, like a stamp of authority and quality. People see color first and then shape, so the real equity here is in the gold. The horse and king might not be adding that much.

JD: This has nice badge value, with the name and the iconography all tied up nicely together.

AV: This makes you want to sit down and watch some sort of renaissance movie. From the horse to the red cross to the knight, it's too much.

RW: It is very complex, but if you have that heritage, I think it's perfectly appropriate. It is very masculine, so I wonder how well it connects with its female customers.