Portuguese chef Kiko Martins has unveiled a new personal brand identity. The Peter Schmidt Group studio developed it. The understated elegance of the new look reflects a broader theme: years of culinary travel, during which the name Kiko Martins has long been associated with Lisbon’s pursuit of flavors from around the world.
Kiko Martins gained fame for his signature cuisine, which grew out of impressions gathered in various countries. His restaurants and dishes are born from travels, encounters, local traditions, and new taste experiences. Every dish he serves becomes a small story about a place, its culture, and its culinary heritage. It is this journey that forms the basis of the new brand identity.
The key concept of the rebranding revolves around the name Kiko Martins, interpreted as a route map. The name has been transformed into a coordinate system, in which the dots between the letters mark stops and stages of gastronomic expeditions. Even the degree symbol after “KI” references geographical navigation and invites guests to follow the same route through taste.
The previous Kiko logo was asymmetrical and featured the word “Chef.” In the new version, the logo is based on a geometric typeface and consists solely of the name, set in a steady rhythm with dots separating the letters. Extraneous decoration has disappeared, and the logo itself has become more austere, cleaner, and more meaningful. It conveys the theme of the road, the intersection of cultures, and culinary experiences.
The new brand identity presents Kiko Martins’ cuisine as a journey where people, dishes, and stories come together. Through clean, dynamic typography, the designers conveyed the chef’s openness to the world and his interest in cultural diversity, all captured on a single plate.
The updated brand conveys Kiko Martins’ role on Lisbon’s gastronomic map. In his interpretation, cooking becomes a continuous journey, and dishes are no longer seen as a collection of ingredients but as stories of discovering the world through taste.