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just fyi, here is a version where the smoke comes from the S and the font is highly digital (both mentioned via tweet).

You know what would be cool digital %22D%22 smoke rings.

doing actual letters with the smoke was a thought, but when I did so it was too much and hard to read. One of the things I'm trying to decide is how literal should it be vs how fun it could be.

Nice concept, Trish - very you. The smoke ring's a cool idea - maybe just the topmost cloud.

Thanks Roy! Appreciate it. **I really like this font style, but many have said it is too literal. The second font I used, seen here http://logopond.com/gallery/detail/60949 , I only really like the Ss (I really like the Ss). I may have to design my own font for this. That will be fun.**First font, then back to the smoke.

Nice concept. i really like your font style.

Thanks Joshep!

Thanks Woelve!

only 7 floats ... that's definitely not fair ... clever work Trish !!

I totally agree on this one. Thanks Tas!

And Nash for the float!

Personally I think the pixelated smoke is brilliant, but the it's the S's stick out a bit to me. I know they're made that way for the fire reference but, maybe if it was just the first S directly under the smoke. Just my unwarranted 2 cents :)

I have to admit I had not thought of that. Maybe I'll go back and play with that a bit today.

The more I think on it, the more I am convinced the logo would be much better if the last S were in the same line as the base font and not the same as the middle S (which is a different font). BUT I've lost that font. I don't know how, but I cannot find it. I've switched up computers a few times since I designed this. I don't have the time to recreate an S in the same style as the base font right now. Maybe another day. :(

Come on!

turns out I made that font. so here it is with just one S looking like fire.

Flame on!!!

Thank you, Josh. And Josh, Luma, Simon and Tomas for the floats! Much appreciated.