Frey's Boutique

is it intended to be presented vertically?

Vertical design will be endless trouble. Like the idea of using the apostrophe, you can still make that work in the horizontal.
Type is heavy, bulky,sharp. It's not pretty enough for the amount of focus on the individual characters. Find something more stylized and delicate
Again, more style for the PATISSERIE text, and consider the length of that word, it seems to end just wherever. Stretch closer to the descender of the 'y'

And hide the TM better.

"Houston, we have problems with this logo"

sorry we are not at International Space Station testing patisserie's logos at low gravity.

It is not good. It will gag your clients.

I like the design, simple with a twist (the spoon as an apostrophe), for horizontal presentation, the spoon loses its effect a little, however. How about inverting the spoon so that it is about 45 degrees (when presented horizontally, the natural presentation..!?) Lastly, the "patisserie", perhaps could be aligned left and at the bottom of the "y" leaving a little space. (What about contact information, address, phone, e-mail, web, etc.? Perhaps , if the owner if famous enough, it is not necessary..!?)

i dont think this is a business card johnathan

I don't think there's nothing wrong with a bizcard being vertical. You can have landscape or portrait books, posters, leaflets, and so on. So for me it is OK.

The only thing I would consider tryin' is to go with another font color choice instead of pure black, maybe a subtle shade would be less "agressive" and more delicate?. Also I think it will highlight a little bit the image/icon on the spoon.

I believe there's a back side with the actual info, right?

@JRosen:
Besides the "Patisserie" not being completely aligned to the top (f) I think its length is aligned with the middle of the whole word (frey's) so I think it is well balanced.

Salu2 > Antonio.

Nice, I like it.

I think the word "PATISSERIE" is too small to be seen, it would be a problem when we apply the logo in a small media. but I like the idea~ :)

Why vertical? It does not read that easily in Ads, billboards, websites etc. You are asking to much from the public. The word Pastisserie is to small. If the logo is to be used very small the pastisserie you use as an apostrophe will be unreaconisable. At the size use present the logo now the pastisserie is already to small. The letter spacing of Frey‘s needs work. The font (letter choice) for Frey‘s is good.

I like the universal one liner by @ivan, as always. Its cute.
Sorry I'm not talking about the logo. The logo need to incorporate a warning sign too, because if someone try to read the name in normal way, the patisserie cake may splash on his/her face ...
or he/she can hit his/her head on a post while reading it ...
or can stiff his/her neck.

In a You can try it for a wine bottle not for a patisserie cake shop. It is not at all readable from distance or while driving...

Vertical logo? Bad idea. You and the client will be kicking yourself from here on out. The spoon is too large for an apostrophe as well. It's easy to overlook that aspect because it's sideways. Agree with curious that "Patisserie" is too small. I think this can work - but it needs some refinement. If nothing else - rotate it back to normal.

The food projectile look isn't working nor the vertical presentation.

I would try turning all right side round and using the decender of the 'y' as your spoon idea.