Pizza Hut was built on the belief that pizza night should be special, and has been delivering food and service for the love of pizza since 1958. But the world and Pizza Hut consumers have evolved, and Pizza Hut needed to update their visual identity to reflect the modern pizza experience.
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I worked on several exploratory pieces for Pizza Hut from 2019 to 2021, including product logo designs for The Original Pan, Big Dipper, and many more, as well as extensive brand exploration. Returning to GSD&M in 2024, I conceived a comprehensive brand refresh, evolving all brand assets to reflect what is essential to Pizza Hut's identity.
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My exploration focused on the tension at the core of Pizza Hut in the current competitor landscape—an iconic brand that continues to push and innovate the pizza experience. I updated all assets with these attributes in mind: 1. Rooted in pizza, 2. Embracing contradictions, and 3. Speaking to a modern audience, in order of priority. Pizza has its own aesthetic, and no one in the category is positioned to embrace those underlying principles better than Pizza Hut.
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The typefaces were chosen to better illustrate Pizza Hut's attributes and establish a hierarchy. In previous brand expressions, the Pizza Hut font was overused for headlines, copy, and CTAs, and missed the opportunity to have an impact. Pattern and usage were also updated to solidify the graphic language and evoke the pizza aesthetic by using pattern and graphics in unexpected ways.

NOTHING IS IMPIZZABLE

Client Pizza Hut
Years 2024, 2019-2021
Agency GSD&M
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