Branding is always a challenge more difficult than it would seem on the the surface. A logo needs to be a visual icon for the entity is represents, not just a typeface the designer admires. To create branding that works, it should embody something more than the name of the business.
Craftster.org is one of the largest online crafting communities on the internet, catering to crafters of all levels and abilities. For its logo I wanted something that spoke to what members were looking for in their community site– something fun, irreverent, textured, with a heavy dose of humor. I also wanted to create characters, in this case anthropomorphic yarn, crochet and other crafting elements, that could inhabit the space and could be used punctuate call out items on the site and star in effect merchandise.