In crafting the brand identity for Whetstone Media, the choice of incorporating a whetstone and knife into the logo was intentional and symbolic. The whetstone, traditionally used to sharpen blades, serves as a metaphor for honing and refining the appreciation of food origins and culture. The knife, an essential tool in culinary exploration, represents precision, skill, and the journey of discovery inherent in Whetstone Media's mission.
By combining these elements, the logo communicates a sense of craftsmanship, meticulous exploration, and a commitment to uncovering the rich stories behind diverse global cuisines. The visual representation of the whetstone and knife not only aligns with the brand's focus on food origins but also conveys a sense of authenticity and dedication to the art and culture of culinary storytelling.
Side note:
Stephen Satterfield is a chef, writer, and founder of Whetstone Media. He’s also the creator and host of “High on The Hog”, a new Netlfix series on how African American cuisine transformed America.
Art Direction - Design - Concept Development