Have you been crusisin’ round for the best pizza in town? Look no further than Pinky’s Pizza in North Portland! Not only are they serving up fresh artisanal pizza, they also host a full bar and espresso machine for all your drinking needs. Make sure to try their house ginger beer, you might discover it’s your new usual.
The Rebrand
After a month of research, brainstorming, projecting, and multiple rounds of revision, I produced a brand system that is steeped in retro futurism. It was important to me to retain the 1950’s feel from the current logotype, but I wanted to put a spin on it. I did not want this to be a 1950’s revival, but a quirky pizza escape that could be a blast to the past for both the young and old.
Primary Logo
This is the primary logo mark. It incorporates aspects of mid century aesthetic, retro futurism, and art deco movements; exemplifying Pinky’s Pizza’s new aesthetic. I was inspired by the dragon and the logotype that they are currently using and wanted to keep qualities of that in my design. I took inspiration from mid-century outdoor signage and hand-lettered all of the type for the logo. The dragon is made to look like a lightening bolt; it was inspired by old type-writer ribbon refill tins that I came across during my research.
The logo should always be displayed horizontally, never vertically. No other outer elements should encroach on the interior space of the logo nor should any part of the logo be hidden from view. If the logo is not optimal to use in a situation, one of the secondary logos will be permitted for use.
Logo Spacing & Secondary Marks
Colors & Type
The color palette that should primarily be used for the brand. Futura PT should be used for any secondary type. It was chosen for its geometric shapes and uniformed appearance. Futura comes from Bauhaus inspiration which shares the use of geometric shapes with mid-century and art deco movements.
For headlining type, titles, and labels, Futura PT in its “Heavy” weight should be used. For any secondary type, descriptions, and/or content of lesser importance, Futura PT in its “Medium” or “Book” weight should be used. For small tags and symbols only the “Book” weight should be used. The “Oblique” versions of the type may be used for warnings or to add emphasis.
Brand Examples
Looking for more? Check out my research for this project here!