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I have used the flower that mostly familiar with crafts work, I have placed it inside a sun-like frame, to show that this craft flower will forever live.
The choice of font is to indicate that first of all, it is a seemingly hand written font, but moreover it is very well written, to give the idea of excellence in hand-made design.
Overall: the logo communicates Sustainability through the sun-like frame, Innovation through the stylization of the frame, and Tradition through the flower in the canter.