On the "American Riviera Orchard" Logo: an abstract interpretation.

We do know that the graphic mark of a company promotes its public identification while depicting the identity and purpose of the business. The Duchess of Sussex had a very clever and certainly profitable idea: on the model of the English Royal line of jam preserves, she recently launched a series of strawberry and rasberry jellies (plus, dog biscuits) called "American Riviera Orchard".

The "Riviera" name alludes, evidently, to the "Côte d'Azur" with its quaint villages, sunny beaches, rolling vineyards, glamorous lifestyle, and, above all, its Provençal country cuisine. The Santa Barbara region is, no doubt, its Californian counterpart. "Orchard" refers to local farmer's markets, citrus and orange groves of the Central Valley. "American Riviera Orchard" is a well thought out trademark.

But why that unfit brand logo? A logo, as a concept of harmony, by its color, typography and image, should help establish the essential emotional connection to the clientele. Does this one make a great first impression? Does it give the company a symbol which people can remember? Does it distinguish the brand from competitors?

What inspired Meghan Markle's label design was home-made jellies with a regal touch. But what an underwhelming design result! With , cerise sur le gâteau, a Sharpie hand numbering, on 50 jars generously offered to the press!

Logos bring a variety of meanings, feelings and... interpretations. Sometimes, more than expected.