Pizza Hut rolled out a new logo design inspired by a swirl of tomato sauce on stretched pizza dough. The redesign is the work of the advertising agency Deutsch LA.
The main elements of the logo stay the same but are now placed inside a smear of tomato sauce. A simpler version of the logo works well in a single color without the gradients and multiple colors.
Jared Drinkwater, vp of marketing at Pizza Hut said;
What we learned was that Americans are increasingly looking to flavor. They are experimenting with more ethnic, original, organic and experimental flavors.
Typographically, Pizza Hut is actually getting a little adventurous and outside the common visual language of pizza brands with the use of an industrial-looking font family and minimal graphics through it’s new brand identity.
The new PizzaHut.com, which was also rolled out with the new identity, aims for “honest truth.” Nathan Iverson, evp, design director at Deutsch, said that larger visuals of the ingredients on the pizza give people what they want.
People want to see what they’re ordering, what they’re getting. All the stuff, shot honestly, not fantastically.
Overall, you can definitely see that Pizza Hut is trying to build a cooler brand identity and we think it’s a step in the right direction.