Identity System

This pizza chain in New York City approached me to develop an identity to be trademarked with their new name. After defining their brand attributes, and studying the market competitors, I developed three concepts based on that criteria. This identity was selected and applied to pizza boxes, uniforms, signage, menus, stationery and interiors. The mark uses the exclamation points to represent an audience that is excited about the pizza – a standing ovation.

Identity System Concepts

These two additional concepts were presented to the client. The rose silhouette combined with traditional centered typography gives an elegant and upscale feel. Theater reviews create a bold, typographic identity.