The Brief
Picco’s Pizza set out with a simple but bold vision to create a brand identity that could be recognized instantly, even from a distance. The challenge was to design a logo and visual system that captured the essence of tradition while also standing out in a crowded market. Picco’s Pizza wanted a symbol that proudly reflected their Italian heritage, one that customers could spot and connect with before even tasting the food. The task was to create a design that balanced visibility, cultural pride, and timeless tradition
Procress
To explore this vision, I developed a range of logo concepts, each telling its own story. Some highlighted pizza slices, others incorporated playful elements like a pizza hat, while others leaned into heritage and symbolism. My design approach was guided by the use of traditional fonts such as Peregroy JF and Trajan, both of which communicate authenticity and history. After experimenting with several directions, I refined Idea 1 a logo featuring the Italian flag because it most effectively embodied the brand’s identity. The flag served as a direct cultural link, instantly signaling to people that Picco’s Pizza was rooted in authentic Italian tradition.
The Outcome
The final outcome was a versatile logo that worked at both close range and long distance, ensuring that Picco’s Pizza could be instantly recognized in signage, packaging, and marketing. The inclusion of the Italian flag not only reinforced the brand’s cultural authenticity but also created a visual identity that resonated strongly with the target audience. By blending tradition with visibility, the final design delivered a brand that was bold, authentic, and proudly Italian just like Picco’s Pizza itself.
