The main logo is a modernized version of their slab serif type, now in title case to give a more approachable modern charm. Half-tone illustrations of the restaurant’s elevation along with a stylized map of New Haven mark Pizza House’s place in the Elm City’s rich pizza history. Overall, this brand refresh aims to give Pizza House the identity a restaurant 60 years running deserves, with modern touches to appeal to new audiences.

An institution like Pizza House can only be built by generations of New Haven families ordering Friday pickup. However, communicating their place in the city’s history and marketing beyond the locals has always been a pain point. As such, we developed new taglines and new styling on merchandise and social to clearly tell that 60 year story and appeal to the large college demographic right in their back yard.

The biggest differentiator for Pizza House? Their crunchy, cut-to-party greek-style pies. In a city known for charred (not burnt) crust, making it clear that Pizza House has always been different was important to nail in our brand refresh. As such, a secondary grid pattern was developed as a call-back to the spot’s party-cut pizza itself, while also being a modernization of the typical checker pattern seen in classic pizzerias. Said pattern lives naturally through badges, menu design and a web refresh.