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Re-Branding: Logo Drafts

Here are some rough ideas for a logo I am working on for a school project in Intermediate Graphic Design.

Upon posting the last above logo, I didn’t like what I saw. It conveyed a cold, stern feel, when Kimi is quite the opposite. I immediately wanted only the K and B capitalized. Have already printed and mounted that logo, and made the changes to entertain myself. I loved it and decided I would just used the redesigned logo in the future. When I got to class, a classmate had rubber cement. I seized the opportunity, reprinted, ripped off my old print, and mounted this.

Re-Branding: Kimi’s Bistro

Re-Branding: Kimi’s Bistro

An Initial Brand Exploration

Kimi's Bistro

Kimi’s Bistro

Re-Branding Creative Brief

Kimi’s Bistro is located in a prime location in the eclectic neighborhood of Little Five Points. It opened its’ doors July 4, 2012 in the heart of Little Five Points, Atlanta. It is among some of the city’s cool casual dining spots. Kimi’s Bistro offers an array of drink options; from classic American to Ethiopian Cuisines, to salty Breakfast to sweet Crepes. Kimi’s takes pride in creating food that suits your pallet; for a quick bite and good company in a casual atmosphere.

This location has historically been occupied by Sweet Lime and OMG Taco. People know to come to this location for good food with a unique twist. Kimi’s Ethiopian and Crepe specialties offer unique cuisines that other neighboring restaurants are not able to provide. Depending on how you look at it, the attached convenient store is either a blessing or a curse. The sister store provides more foot traffic, but further confusion as to what Kimi’s Bistro actually is.

The current brand identity for Kimi’s Bistro does not convey the unique food offerings or the compassion of the staff. With such well known restaurants that preciously operated out of the the same location, Kimi’s Bistro could benefit from a re-branding that allowed the Little Five Points passersby a better awareness of what the restaurant represents.

Cuisine Information

Kimi’s Bistro serves breakfast all day, and American, and Ethiopian food.

“Ethiopian cuisine characteristically consists of vegetable and often very spicy meat dishes, usually in the form of wat (also w’et or wot), a thick stew, served atop injera, a large sourdough flatbread, which is about 50 centimeters (20 inches) in diameter and made out of fermented teff flour. Ethiopians eat exclusively with their right hands, using pieces of injera to pick up bites of entrées and side dishes. Utensils are rarely used with Ethiopian cuisine.”*


“A gursha (var. gorsha, goorsha) is an act of friendship and love. When eating injera, a person uses his or her right hand to strip off a piece, wraps it around some wat or kitfo, and then puts it into his or her mouth. During a meal with friends or family, it is a common custom to feed others in the group with one’s hand by putting the rolled injera or a spoon full of other dishes into another’s mouth.[18] This is called a gursha, and the larger the gursha, the stronger the friendship or bond (only surpassed by the brewing of Tej together). This tradition was popularized and celebrated in a Simpsons episode featuring Ethiopian cuisine.”*


Buzz Words

crepes, breakfast, Ethiopian, American, restaurant, bar, espresso, casual, Euclid, Colquitt, L5P, food, drinks, hands, burger, fries, eggs


About Kimi’s Bistro

Food Styles

American, Breakfast, Ethiopian

Price Range

$$ (10-30)


Mon – Sun: 10:00 am – 11:45 pm


Breakfast, Lunch, Dinner, Coffee, Drinks




Takes Reservations, Walk-Ins Welcome, Good For Groups, Good For Kids, Take Out, Delivery, Catering, Waiter Service, Parking , Street, Parking Lot

Public Transit

Inman Park Marta Station

Payment Options

Visa, American Express, Mastercard, Discover, Cash

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The Best & Worst Designed Logos

The Best & Worst Designed Logos

My first assignment for Intermediate Graphic Design is “to find 5 really terrific logos and 5 that you feel are the absolute worst best/worst designed logos.

Best Logos

Creatice Cloud
1. Creative Cloud
The creative use of mirroring the letter “C” to create a cloud-like formation.


2. SoundCloud
Another cloud, this one uses sound frequency imagery out of the negative space to create a cloud shape.

3. Olympics
One of the most well known logos, it was created in 1912 by one of the co-founders of the Olympics.



4. Beats By Dre
This logo uses the letter “b” to create negative space, and resembles the side of the product.


5. Twitter
This upward facing, in motion bird, captures the essence of twitter; quick and to the point.

While researching the logos I thought to be the “best,” I began thinking about brand recognition first. Does/did the logo associate itself the brand it is representing? For all of these logos, I would not only associate their brand, but also products that display them. Also, they use various elements and principles of design effectively.


Worst Logos

1. Highlight, 2013
A sense of uneasiness is created with the color choices in this spastic logo. “I cannot.

2. Sherwin-Williams
Cover the world in blood-red paint!” Not so smart in our environmentally and health conscious society.


3. Animal Planet, 2008
Whaaaaat? I’m dizzy. Too much play in typography. What is this even a logo for?



4. myspace, 2010
My what? Anything? Blank? Not effective at all.



5. Kraft Foods, 2009
Too much going on. What is this logo telling me? Too much and not enough. Kraft used variations of this logo for only a little over a year and a half.


These logos either do no communicate the company’s name effectively, send the wrong messages, are hard on the eyes, and/or are too busy.

Do you agree with these choices?