Figaro's Pizza Rebranding

Figaro’s Pizza is a growing 90+ store pizza chain based in the Northwest. Figaro’s type signature was previously set in Frankfurter, a non-proprietary 1970s-era typeface. Legibility issues inhibited readability of many of the characters, most notably G, A, R, and P. In addition, the lock-up orientations did not maximize space allowance in signage .

Plazm migrated the existing Figaro’s signature to a proprietary typographic identity improving functionality, optics, legibility overall. We conducted a thorough study into comparable, lesser known faces, standardized the relationships between letter forms and recut each form in a unique manner.

Plazm also revisited the Figaro’s logo, refining thick and thin strokes to improve legibility – and to portray Figaro as a more contemporary character.

Click above to see the prior logo.

Client: Figaro’s Pizza

View Plazm's new pizza box designs for Figaro's >>