Flogo.

The 'F' Word. Great idea. Great show. But the logo has parts which annoy me a tad.

The 'F' of the logo is extremely well produced. The way the bottom of it curves to a point like a knife, reflects the sharp food knowledge of Gordan Ramsey and his harsh attitude towards other chefs not matching his standard. The 'F' being coloured red allows it to be manipulated to look like blood for promotional material and gives it a sense of danger. So the 'F' works.

However, it is the other two words in the logo that annoy me. They, in my opinion, do not work with the 'F'. They appear as if they've been added last minute without as much consideration and time as was spent on the 'F'. The main reason for this being that the height of the letters is greater than the cross line of the 'F'. If the cross line of the 'F' was thicker so that it lined up with the other two words, then I feel it would be a more successful logo and much more aesthetically pleasing.