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PizzaUp is a new pizza restaurant chain, launched in October last year in Korea. It is owned by food conglomerate SPC Group which operates numerous fast food chains, including the Korean branches of Shake Shack, Baskin Robbins and Dunkin' Donuts. The visual identity was developed by Angus Hyland of Pentagram in London. They recently published the case study for their work with this new chain.
Pentagram came up with the name, which is both a call to action and an abbreviation for "unique pizza". The simple combination of lines and grids in the logo is repeated in all aspects of the identity programme, including icons and packaging.
PizzaUp from Pentagram on Vimeo.
"Working in collaboration with SPC leadership, the English-language name was chosen to position PizzaUP as an imported, therefore adventurous, cultural concept. As well as ‘UP’ being an acronym for ‘unique pizza’, it is a call to action, inspired by the imperative-driven lexicon of the fast-food world: ‘drink-up’, ‘pick-up’, ‘eat-up’.
Pentagram created a simple logo that pairs a bold wordmark with a series of horizontal lines – which denote speed. The ‘UP’ is elevated and underlined, turning it into an ownable graphic device and adaptable language unit, which can be added to a wide variety of root words across the identity. Along with the horizontal-lines, ‘UP’ has been applied across the identity, creating an ownable visual language that helps and reinforce the brand.
The new identity is composed of simple graphic ingredients that provide a kit of parts for applications ranging from menus to environmental graphics. Pentagram designed a series of icons depicting elements that are associated with both the preparation of meals and the customer-experience. They provide a sense of familiarity and intuitiveness to the new concept" - Pentagram
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