I'd like the logo to feel like it's got a little texture - not like it's straight off of a computer. And I like it a little bit fat I think. I actually thought about using a hand illustrator, but it probably needs to fit in a little more commercially than what I first envisioned, so the texture doesn't need to go too terribly far. Also, there's a lot of sauces out there that are gimmicky (e.g., "bob's super-atomic-scorching fury") - and I want mine to be the opposite of that. And yes, maybe retro inspired, but not trying to be retro. For example, I'm not looking for it to look like a wanted poster or something, although it can be slightly reminiscent I suppose. What I want is for it to look classic, not gimmicky. Something that, when I do incorporate it into the label, it stands out on the shelves against the big players (cholula, tapatio, even tabasco), and looks like it belongs there, even if different and hopefully a little edgy. Thus, the mexican inspired theme. Even though I'm a total gringo. It can be a little dangerous though, kind of like a trip to baja. Most of the labels for sauce use so many orange and red colors that the sauce and label blend. So I'm pretty sure I want to stay away from that. But this is going to be cross-platform, meaning I'm incorporating the logo into the website, business cards, posters, t-shirts, etc. So... can't wait to see what comes up on this.