Founder of Knits ‘n Pearls wanted a logo that evoked creativity, elegance, artistic style, and a bit of whimsy that would appeal to her younger clientele. The designers playfully incorporated the “K†of “knits†into a ball of yarn. The yarn mirrors the play on words in the company name by transforming into a string of pearls at the end. The font chosen gives the overall look a modern and approachable look, which would appeal to both younger and more mature knitters.