There you have it!  I had this grand idea this morning to create a new logo for Peel…not that the last one was bad at all but I felt it was time to re-express the concept behind Peel. I Still believe that the outside or visual identity of a company should express the quality on the inside, but I am in a new season.  The words I think of are “transition, journey, process, pathway”…etc.  The last logo was literal and it also closely resembled the logo of the alchoholic beverage Peels. I like this one better!  I flipped or “peeled” the edge up because you know…peel.  The new logo is about the creative journey…the process and expression thereof.