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.
Magpie is a retail outlet in Somerville, MA’s Davis Square. It sells handmade and hand crafted items as well as works by local artists. I wanted its logo to have an oldie-time look and feel with a strong sense of type that would play well on display and merchandising. It was also important that it read well at lots of sizes, from business cards to exterior signage.