CLIENT PROFILE

Roll and Go is a small pizza shop in Manhattan, New York. Their pizza slices sell for $1 each, making Roll and Go an ideal stop for busy New Yorkers and tourists looking for a quick bite to eat at a low cost. One of the many things New York is known for is the iconic New York slice.

A black and white line drawing of a vintage telephone with a rotary dial, handset, and cord.

BRIEF

Re-design the logo and develop an identity to attract more customers in an area full of food choices

A simple line drawing of a person playing soccer, kicking a ball.

GOALS

Attract customers

Develop an identity that stands out in Manhattan

Visual Identity

A person slices a pizza with pepperoni and cheese from a pizza oven, with text overlay advertising New York pizza called 'Roll and Go' in green and red letters.

MAIN LOGO

View of Manhattan skyline with overlay text and graphic elements. The text includes green lettering that says 'ROLL' and 'GO', with a red outline resembling a mountain or peak line. Additional red and green lines are part of the overlay design.

SECONDARY LOGO

PIZZA BOX

A fast food restaurant storefront with signs advertising $1 pizza, $2.99 for 2 pizza slices and a can of soda. The signs also list other menu items like rotisserie chicken, shakes, wraps, hot dogs, and breakfast. Several people are standing outside the restaurant, and there are bikes parked in front.

Roll and Go didn’t have much of a logo, it was just text on a sign. It serves somewhat of a purpose but it isn’t memorable due to a lack of imagery and visual identity.

BEFORE

storefront of a pizzeria with a sign that reads $1 pizza, featuring a neon sign that says 'Roll and Go' with a red outline of New York City.

Since Roll and Go has the reputation of selling pizza slices for $1 it was important to keep the ‘$1 PIZZA’ text on the sign. This logo communicates to the audience much easier and is instantly recognisable.

AFTER