When designing the logo for the New Haven Railroad Herbert Matter went through hundreds of variations before arriving at a final form. It's well worth a minute or two of your time.
Type like this makes me think about Dieter Rams and his principles of design. Specifically, "Good design is as little design as possible." The choice to pull the top of the "k" up to separate "cup" and "rice" is inexplicable. It adds visual clutter and doesn't add to the meaning of the text at all. I understand the temptation one faces as a designer to get in there and tweak something just to leave a mark, but it takes a lot more courage just to set some nicely kerned type and leave it.
If you've been working as a designer for the last couple of years it's almost certain you've stumbled across one of Kelli Anderson's brilliant projects. She discusses a few of them in this talk. You're missing out if you don't give this a view.