Pizza Pizza - Brand Standards Guide (Sketches)

As an addition to the Pizza Pizza logo design from earlier, I'll be creating a Brand Standards Guide (using inDesgn to set up a booklet format). The book will consist of about 18-20 pages and will serve as a kind of 'instruction manual' for using the logo design.

 

After the front & back cover, there will be 2 blank pages between the Table of Contents and the last page (page order is on my To Do list).

7th Generation - Package Redesign Dielines & Sample Graphics

The laundry tab package hasn't changed much aside from adjusting the size of the tray to squeeze into the main box without warping or creasing, but the Toilet Paper dieline is continually evolving. I've had to reposition the two flaps a couple of time now, and remove them entirely for my first 'to scale' mockup (having purchased 2 pieces of Bristol board and attaching them. only to find that there wasn't enough space).

For graphics I plan to use a pattern working with the feather seen in the logo (which has been made into a seal, as seen in the photo above). I had to test the pattern in Photoshop, and I plan on tweaking the angle of the feather at least for the Laundry Tab package. It should be positioned on more of a 45 to 60 degree angle (like the other box).

Laundry Tab Package

Toilet Paper Package V1

Toilet Paper Package V1.5

Version 1.5 was adapted from what I used to construct the larger mock-up. I incorporated the style of tabs into version 4 for greater stability. Version 4 itself combines aspects of everything I've worked on so far (and more to come).

Toilet Paper Package V2

Version 2 seemed like a great idea until it was printed, then I realized how hard it'd be to make the necessary folds and creases. I was hoping to decrease the amount of cutting needed, since folding triangular tabs over one another seemed like it'd make the corners of the package stronger. Instead I had to worry about creasing places that shouldn't be creased.

Toilet Paper Package V4

Pizza Pizza Rebrand Colour Comps

After I made some tweaks to the logo concept (added some droplets and splatter), I created about 37 colour variations. Here I've put together a selection that roughly shows my progress from Version 1 to 22 (there were a few 'sub' versions as some of the variations had very subtle differences) As I went things began to change like the thickness of the stroke, and I started to use more subtle contrast between colours. Ultimately I tried to replicate the colours people would see on/associate with pizza, especially the reddish coloured tomato sauce.

 

The last version (above) seemed to achieve a good balance between red and orange, with a hint of yellow for the shine on every other letter. This is the logo I'll try out on letterhead, envelopes, business cards, and a website layout. When you compare it to the first version...

At some point in time I thought this was decent, I may have even liked it. In retrospect, what was I thinking?

The too-thick strokes really subtracted from the design, more than I even realized. Colours were alright for a start, but the blue stroke (even if it was sampled from the original logo, to help 'ease' the transition) ultimately had to go.


Just for fun, I thought I'd show some of my favourite colour combinations, though they came to be entirely by accident and were ultimately scrapped because they weren't appropriate to be used for the logo of an establishment that sells pizza. In fact, with Halloween fast approaching I couldn't help but relate the fact that they resemble popular flavours of chocolate and candy.

This one was inspired by the Orange and Green version that I did, but I decided to do something different with it and use a colour that looked good with Green instead. This resulted in a purple, or 'grape' colour scheme.

 I could change the letters here and put 'cookies & cream' if I wanted. The brown shadows look like chocolate, while the letterforms are all coloured like white chocolate.

If you look closely, you'll notice that the strokes are darker or lighter than the letters themselves,  I suppose this'd be good for a candy with both chocolate and vanilla, maybe something like Dunkaroos where you dip the cookie into the icing.

Someone crossed grape and bubblegum, and it resulted in this 'berry' scheme.The pale pink cntrasts sharply with the deeper pink/purple (which could be good or bad).

A pink theme definitely wouldn't suit the purpose, but for bubblegum it wouldn't be half bad. Especially Considering the rounded shapes and splatter theme. This one makes me want to use it as my own logo, change the letters and all!

I can't seem to do a 'pink' scheme without coming back to pink and teal. Regardless if there's any blue or purple, the pink and teal (or aquamarine) remain constant. This might have stemmed from an old barbie accessory that got stuck in my mind years ago.

Another bubblegum theme (how do I keep coming up with these? I don't even like that flavour all that much) the blue makes me think more of 'Double Bubble' or even of Cotton Candy instead.

A paler version of the grape theme, with the same basic idea as one of the pink/bubblegum themes. Th difference is the colours are all variations of the same hue. I wanted to try this with blue (possibly to make blueberry or blue raspberry) and pink.

A darker version of the berry theme, the pink here seems like it'd be a better choice as it goes well with the deeper pink/purple . I probably should've explored a theme just for that colour.

A much more vibrant theme, like something seen on a bottle of bubble solution. A yellow or orange version might've looked just as good.

This one had colours sampled directly from the original logo, and even retained the deep blue stroke on it's letters. I thought at first that this one might appeal to a younger crowd, as it has roughly the same feel as the Nickelodeon or Chuck E Cheeses logos.

Pizza Pizza Rebrand Presentable Concepts

Initial concepts

Variations of Lettermark and Icons

Variation/construction phases of seal / logo

Experimentation with shadow/outline

I decided to go with one of the wordmarks, as the seal (and a some of the other sketches and icons I reproduced digitally) seemed to be missing something. The concept I'm working on right now began to resemble a splat (seen directly above). While the current stroke/shadow is far too detailed to be shrunk down very much (I'm also having difficulty with the two Ps appearing so open to the white space), simplifying the effect may produce acceptable results.

Pizza Pizza Rebrand Concepts

For my next project, I'll be redesigning the logo of Pizza Pizza. There are two primary variations in use at the moment, as seen below.

Image taken from markhmanfair.ca

Image taken from withoutwheat.ca

For my concepts, I explored various types of lettering, and threw in some illustration (the pizza slices). The current logo has a simple, bubbly look, which could appeal to kids and teens. I decided to try and build on this, as a basic serif or sans serif would be too plain for this purpose.



As for illustration, pizza slices, whole pies or delivery boxes could potentially be used as an icon, especially in the case of the 'seal' on the bottom left. I also tried different ways of combining the pizza icons and wordmarks.

7th Generation Rebrand - Final Design

I've narrowed down the design even further, but out of the other choices the feather concept was the one that I took (I'd call it inevitable at this point). There was a point where I tried adding geometric shapes as a design element, though the aesthetic element wasn't pulling enough of it's own weight for the purpose. The below are 3 of the last concepts I played with.

Final 3 Designs

The last logo (on the bottom) was what I went with, though the gradient was something I added after noticing that the feather looked 'flat' (to be honest, it still looks leafish to me, others have said that it looks enough like a feather. I'm really torn on this...)

Flat Colours (No Gradient Added)

Final Design

Adding the gradient (I was going to a hint of blue to offset the green) seemed to help reduce the glare of the yellow/green colour.