I wanted to keep the design simple but memorable. The Black on yellow is a hard contrast in colors which imprints the image in your head. The Bee design is simple and meant to resemble a heat brand. The Worker Bee slogan is short sweet, and to the point and also relates to the company name through work ethic as well as the honey flavor in our product. I think the small contrast in text allows for consumers to really digest the different parts of the logo.