Pizza+Depot+Redesign+Proposition

__ **Branding/Visual Identity Project** __

Pizza Depot (2000), a franchise, is in a competitive niche market which is flooded by big box companies such as, Pizza Pizza (1967), Pizzaville(1963), and Pizza Nova(1963). These three companies as well as Pizza depot are all Canadian franchises in addition to competition with one another there is the addition of international franchises such as Pizza Hut, Dominoes, and Papa John’s.

**Visual Identity:**

Pizza Pizza’s logo consists of the company’s name, in a lower case sans- serif font with alteration to the second “a” making the center hole a maple leaf. It is printed in white with purple shadowing, on an orange background. In addition their slogan “Hot & Fresh” is attached to the top of their logo in a contained green oval with yellow and white chunky san- serif font again shadowed in purple. The main colours: orange, green and purple are a colour triad, this then allowed for it to be read as colourful and yet balanced. The yellow lettering on the green background, in the slogan, uses adjacent colour theory in order to create a harmony, the shadowing on the yellow lettering uses a complementary relationship allow for an aesthetically pleasing logo. Pizza Pizza’s branding allows for their customers to identify with the product, as it has a maple leaf allowing for a sense of pride and supporting the country. The logo at a glace is easily recognizable and is simple and clean. Pizza Pizza promotes itself via the logo with the addition of slogan “Hot & Fresh” which is simple and memorable.

Pizzaville’s logo was remodeled into a simple ribbon like banner with an italic serif font. The banners colour is the signature red of their logo with the addition of their company’s name in white typography. Floating in a gradient bar is their branding “stone baked” which is whiten white on black. The traditional logo was diamond shaped, with the banner running across the diamond with the trademark introduction to their story “ It was a rainy day in Pizzaville”, which distinguishes them from the rest of the pizza chains, as well as the company name. The diamond consists of an illustration of a man, wearing rain attire (coat, boots and umbrella), walking in towards the distance with a pizza box, it is assumed by the audience he is delivering it. The black and white colours used give the illusion of gloominess, however works in favor of the brand giving the notion that the pizza would be delivered regardless of weather. The colour scheme, black red and white, are power colours giving the impression of dominance and expertise.

Pizza Nova’s logo was rebranded and now consists of the company’s name, which is in a san-sheriff font, in red outlined in green, the first letter, “p”, and the last letter “a” are larger in size which give emphasis. The colours used are complementary making the letters appear brighter and more vibrant. The company’s name is accompanied with a script calligraphy typeface listing the other products as well as topping that they make. The script is broken into two triangular formations which case the company’s name between. The calligraphy added decoration and a notion of history and artistic elements allowing the audience to make assumptions of quality.  The older logo was printed in a red sheriff font with an artistic rendition of the leaning tower of pizza with the coliseum; this logo incorporated the slogan “simply the best” which is wrtien in a script text. This gave the audience the notion of authenticity however looked out-of-date and did not give the impression of quality as it appeared overly executed.

**Differences:**

Pizza Depot’s logo consists of the company name typed in a san-serif font, Pizza Depot is spelt using capital letters other than the “i” which is lower case and dotted with a maple leaf. The lettering is red with a white then black casing; under in a green oval the website is presented in white, the colours used are complementary. The maple leaf is used to capture the audience though an emotional response this promotional propaganda allows for the audience to unconsciously be persuaded to support their country. The goal of the rebranding of Pizza Depots logo is in order for public recognition, the original logos change in case is awkward in the middle of a word creating a tension which is not working in their favor. The website along with the logo looks tired and out-of-date; the company has no official slogan and nothing impacting and memorable.

The proposed new logo is simple and can be decorated differently for various occasions. The basis is the company name printed in Arial with a red colour outlined in a black, the outlining stoke on the lettering mimics that of charcoal which is associated with cooking. The logo intrigues the audience by intentionally giving the notion of handmade and cooked fresh from the stylization of the lettering. The background triangle is a simplistic version of a pizza and is meant to be memorable and identifiable by the audience. Eventually, if the promotions work effectively the need for the text will be unnecessary because there will be instant public recognition. The logo is versatile allowing it the opportunity to be altered according to season, celebrations, events etc.

**Benefits:**

The benefit of choosing our design is it is versatile and is showcasing the company’s product. The poster is meant to resemble an Object poser (//Sachplakat)// which resulted in the gradual elimination from design and architecture of ornament and personal expression in favour of functionalism. This places more emphasis on the product, pizza, and the company, pizza depot. When used for occasions it then can be decorative and ornamental somewhat Art Nouveau. Pizza depot should use our design as it is basic and can easily be changed to suit the ever changing seasons in Canada as well as celebrate occasions geared toward their customers.

  