24-year-old Apprentice finalist Luisa Zissman caused a bit of a furore on Twitter when she showed off a sneak pic of her new firm’s logo. The logo sees her company calling itself ‘Bakers Toolkit’, clearly missing an apostrophe:
Zimmerman, and her apostrophe-free logo.
Her Twitter followers were quick to point out the mistake, to which she initially responded, "Can you all help me out as I’m crap at grammar. Is it bakers toolkit or baker’s toolkit with an apostrophe?! X"
There ensued much debate as to whether it should be Baker’s or Bakers’, with most people suggesting that since she was aiming the business at more than one baker, it should be Bakers’.
Well far be it from me to risk annoying the Twittersphere any further, but I think those saying it should be Bakers’ because there is likely to be more than one baker, are simply wrong.
While her business is indeed aimed at multiple bakers, I can only assume that each baker will only require one toolkit. The bakers are not sharing a single toolkit – so it is not the Bakers’ Toolkit.
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We don’t yet know exactly what this business will entail, but assuming that each baker has their own toolkit, it should surely be Baker’s Toolkit. Even if she sells a Baker’s Toolkit to more than one baker, each will still be in possession of a Baker’s Toolkit, right? If I buy her product or service, I will have bought myself a Baker’s Toolkit. Collectively, we have all bought Bakers’ Toolkits.
If, on the other hand, they are all going to share one toolkit, it would then be Bakers’ Toolkit. Perhaps we won’t know for sure until we know more about her business. So come on Luisa, will they each have a toolkit or all share one? I want this cleared up!
But failing all else, you could always call it Toolkits4Bakers. As in Phones4U. No apostrophe required.
