When we show our new logo to people they often say, “Nice. (Pause.) What is it?” Well, we know not everyone is as sensitive to great art as we are, so here is an explanation. First, we started with something fundamental and concrete: the initials “G” and “C” for Great Ciao. Set out in our old font, those two letters at the top of everything we print was actually a little boring. It just didn’t seem like us. In real life we are fun, somewhat eccentric, and consumed with passion for our work. So we made our initials into what we sometimes think of as a piece of fruit or a vegetable. Although this may strike others as odd at first, what excites us is discovering and sharing food evocative of its terroir, hewn from the earth by artisans, real people. The flavor we are looking for is the distillation of years of sun, rain, wind, and tradition. Something like what you would find in a perfectly ripe apple. Nature and civilization held in dynamic equilibrium in the palm of your hand. Of course there have always been risks associated with partaking of certain fruits. But we believe that if you head out on a limb to taste the real deal, what you discover should be eye-opening. Inspiring. And in the end, lead you back to the source: Great Ciao.