Food52 Site Updates

Meet Our New Logo Color: Tuscan Kale (+ More on Our New Look)

By • July 11, 2013 • 30 Comments

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See how we picked our new logo color -- "Tuscan Kale" (are you proud, Martha?) -- plus more on our spiffy new look.

Summer Bounty from Food52

It was quite the task trying to pick a new Food52 logo color. Luckily Amanda was inspired by one of our veggie bounty photos by James Ransom (see above) -- namely that handsome kale in the corner. We took this photo, picked an area of the kale that we liked and zoomed in to a tiny square.

Pixelated Kale from Food52

From there we took an eye dropper tool in Photoshop and tested out all the different greens that made up that little square of the kale. After much deliberation and testing of the logo against our new global navigation bar, our newsletters, and any additional goods the logo may appear on, we finalized on our new Tuscan Kale green color. Voila!

New Logo in Tuscan Kale from Food52

The updated logo look is part of a redesign of the main header and footer of the site (check out how light and nimble they look now!). These updates are in preparation for our new shop, Provisions, that we’ll be launching shortly, as well as to continue making headway towards a completely mobile/tablet-friendly website.

Tell us: what vegetables do you think deserve their own Crayola color?

Tags: site update, logo, design, Food52, kale

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Comments (30)


over 1 year ago Melissa Brander

The new logo and all looks great! I think my favorite food color is that of raspberries - it's a beautiful red.


almost 2 years ago 2-2-1 b

The golden zucchini and black raspberry sound fabulous together! I just pulled "rainbow" colored carrots from the garden yesterday and the array of pastel oranges and yellows are amazing.


almost 2 years ago Pegeen

Pegeen is a trusted home cook.

p.s. Like using the "green" color palette in your logo, for all the positive connotations


almost 2 years ago Pegeen

Pegeen is a trusted home cook.

Mazeltov on the design updates! In the spirit of helpfulness, have to agree with AmySarah and other commenters that given the smaller size of the logo in the nav bar, the green tint gets a bit lost and comes across as grey. (I love the Tuscan Kale green in the larger version in your editorial text but it's translating as grey on my display (in this case a 17-in Mac Book Pro, 1400x900). You might also have some trouble capturing the nuance of the green in printer's ink. I'd also have to agree the logo seems too diminutive in comparison to the ad sizes on the page. At first, I thought I was looking at a "secondary" page and clicked on the Food52 logo to see if it would go to a "main" page where the logo was more differentiated. In any case, nice work as always!


almost 2 years ago thirschfeld

That is just about the same color as our dining room.


almost 2 years ago jamcook

golden zucchini and black raspberry


almost 2 years ago amysarah

Sort of a sage green...nice color, but where the logo is so small in the header, I don't think the color really 'reads' as much more than a cool grey. (Lovely shade where logo is large.) I think reducing the size of the navigation bar is fine, with one caveat: at least on my screen, the ad right below it occupies more real estate and is also more assertive than the site's identity - the elegant and subtle FOOD52 logo is proportionately tiny and sort of squished in the corner... just feels sort of hierarchically 'off' for the ad to feel dominant over site's identity.


almost 2 years ago Can I have a bite?

I agree that the new logo is disproportionately small for the site, especially when compared to the size of the ads.


almost 2 years ago Jenn de la Vega

Oooh how cute!


almost 2 years ago Alanna Kellogg

Also - the header is repeating itself multiple times on a page, very distracting and covering up both content and sidebar ads - maybe just on Bloglovin's [stupid] frames??? - Safari 5.1


almost 2 years ago Alanna Kellogg

Looks very gray to me - like a cold and gloomy winter day. My own favorite color - rhubarb!


almost 2 years ago dymnyno

Not a vegetable, but I love the deep purple-black color of cabernet sauvignon grapes.


almost 2 years ago mrslarkin

Mrs. Larkin is a trusted source on Baking.

love that color! global navigation bar is super tiny, so can't really pick it up on the small logo. Looks dark grey. Also, bottom of the logo is cut off on my view, fyi.

One of my fave color websites, totally addictive:


almost 2 years ago ChefJune

June is a trusted source on General Cooking.

...and where do we find the member profiles now?


almost 2 years ago Sarah Jampel

Sarah is Food52's associate editor.

The member profiles are at the top right of the site (just click on the user image thumbnail). Also, I would most definitely buy a crayon -- or a pot -- in "French breakfast radish."


almost 2 years ago ChefJune

June is a trusted source on General Cooking.

Peach is certainly a color, but is it a CRAYON color? French breakfast radish (such a happy shade of pinky-red).


almost 2 years ago rpenovich

Honeydew, white radish, tangelo


almost 2 years ago Sasha (Global Table Adventure)

Love it! Came out beautifully; nice and subtle.


almost 2 years ago Shalini

Perfect colour.


almost 2 years ago Brette Warshaw

Ripe avocado, wild blueberry, nectarine, strawberry-rhubarb


almost 2 years ago Emma Wartzman

Oooo strawberry-rhubarb is such a pretty color.


almost 2 years ago Kenzi Wilbur

Kenzi is the Managing Editor of Food52.

Garlic scape green.


almost 2 years ago Lindsay-Jean Hard

Lindsay-Jean is a Contributing Writer & Editor at Food52.

I was going to go with garlic scape green too! Love it.


almost 2 years ago Emma Wartzman

This makes me so happy, I love it all!


almost 2 years ago vvvanessa

There should be a beet red, a beet yellow, and a stripey beet crayon. And whatever color one would call the color of purple carrots, which is that crazy pink-purple-orange.

Nice call on the kale green!


almost 2 years ago Brette Warshaw

Purple carrots! Great call