Kirby Stephens Design

Sweet Inspiration

Amon's with giant donuts

Many of my early lessons did not come from a master of design.

They came from a master of donuts.

On January 18, 1951, my father gave my mother a bakery. It was her birthday gift, one she often told people kept her in a job her entire life. From an early age, my brothers and I learned to get up early and go to bed late, that hard work and making a quality product were required for success, and that it’s not enough just to make the product — you have to sell it.

Not surprisingly, one of the first logos I designed after starting KSD was for my parents’ bakery. Then called Amon’s Bakery (now Amon’s Sugar Shack), it carried my father’s first name. 

The design solution came from an emphasis on their most famous product — the glazed donut. I replaced the O in Amon’s with a graphic representation of the donut, and the other letters in the name did their part to balance it out.

For 30 years now, Amon, Rosemary and their glazed donuts have been an inspiration at KSD — not just for the work we’ve done for the bakery, but for countless other projects. A box of sweet treats has so often graced the conference room table as we discuss our ideas; our persistence, drive and creativity so often fueled by my parents’ unspoken business philosophy.

These were also the inspiration for the 35th anniversary celebration of the bakery, which coincided with the first official year of my design business. My parents asked me to design a banner to draw attention to the fact that they had been in business for a long time, and were still going strong.

A banner would not suffice. My solution was to create a large environmental graphic. I bought a dozen-and-a-half oversized inner tubes from a local tire distributor and asked friend and client, Al Blakley, if I could use his car dealership’s paint and body shop to paint something.

When I went in to show the body shop guys what I had in mind, they laughed — but were eager to cooperate. They said they could match any car color. But what color? My mind raced. That’s when I remembered my oldest brother’s sports car after he came home from serving in the Army in Germany — a 1972-73 Opal GT. 

The exact color of a glazed donut.

When all was said and done, we ended up with donuts spilling out over the top of my parents’ bakery, then located in Tradewinds Shopping Center in Somerset, Ky. Mom and Dad were thrilled. Customers loved it. And business increased. 

The identity for Amon’s has evolved, and KSD has been there every step of the way, now collaborating with brother Doug Stephens to create branding elements, signage, and last year, a website. As we celebrate 30, Amon’s is celebrating 65 years in business this year. 

Not bad for some old inner tubes and sweet inspiration.


KSD IS 30! We're sharing some of the work and memories that have shaped the direction of our studio. We've been involved with community leaders, entrepreneurs, artists, engineers, manufacturers, architects, writers and many others on exciting projects in Somerset, in Kentucky and beyond. Celebrate 30 with us! #KSDturns30

Read 5901 times

1 comment

  • Comment Link Alyce Grover Monday, 03 October 2016 01:38 posted by Alyce Grover

    What a great story and clever design. Well done.

Leave a comment

Make sure you enter the (*) required information where indicated.Basic HTML code is allowed.

About Us

KSD is an award winning, full service design communication firm located in Somerset, Kentucky.

Get in touch

  • KSD  Kinetic | Strategic | Design
    219 E. Mt. Vernon Street
    Somerset Kentucky 42501
  • 606 679-5634