Dozen is an artisan baker and The Cl!ck gave them an identity to back up their delicious handmade breads. While artisan bakers have been around for ages, Dozen wanted a modern look that gave them a hip edge. The 13 circles that spell out “artisan bakery” beneath their name in the logo feature soft colors, some of which match the bread itself. The use of the floating circles is a design element not used as frequently these days with the emergence of Photoshop tricks and whimsical shapes among branding marks. The logo works because it’s simple. Dozen only wants to let potential consumers know what they do and let their product do the rest of the branding work.