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PizzaExpress is a well-established British restaurant chain known for its artisan-style pizzas and casual dining experience. It was founded in 1965 by Peter Boizot in London, United Kingdom, who was inspired to bring authentic Italian pizza to the UK after a trip to Italy. The first PizzaExpress restaurant opened on Wardour Street in Soho, and the brand quickly gained popularity for its fresh ingredients, open kitchens, and stylish interiors.
Over the decades, PizzaExpress has grown into a global brand, operating over 400 locations in the UK and several international markets, including Hong Kong, India, the UAE, and beyond. The company has maintained a strong focus on quality, design, and music (including support for jazz artists), which is reflected in its branding and restaurant experience.
The PizzaExpress logo is iconic and instantly recognizable, particularly within the UK. Designed in 1996 by the legendary graphic designer Alan Kitching, the logo is a bold representation of both the brand’s heritage and its unique aesthetic sensibility.
The logo is enclosed in a circular emblem, giving it a classic badge-like form, often associated with tradition and authenticity—fitting for a brand that takes pride in its heritage.
The ornate swirls and flourishes within the circle draw heavily from Art Nouveau design motifs, which were popular in the early 20th century.
These swirling patterns echo the form of pizza dough or steam rising from a hot pie, subtly connecting the art style to the culinary theme.
The symmetry and intricacy of the design create a handcrafted, artisan impression—mirroring the restaurant's handmade pizza ethos.
The typeface used for “PIZZA EXPRESS” is custom, heavily stylized, and integrated into the logo itself. It shares the same Art Nouveau influence, with sharp yet fluid letterforms and elegant, organic curves. The font conveys:
Elegance and individuality
A touch of retro sophistication
A feeling of bespoke craftsmanship
This typography choice distances PizzaExpress from fast-food brands and aligns it more with a premium dining experience.
The logo uses a monochrome black-and-white palette:
Black: Denotes sophistication, formality, and timelessness.
White (negative space): Enhances clarity and contrast, making the details pop.
The lack of color allows the intricate design to remain versatile across different brand environments—menus, storefronts, packaging, and digital platforms—while reinforcing the brand’s elegant image.
From a design professional's point of view, the PizzaExpress logo is a masterclass in brand identity:
Timeless: Despite being nearly three decades old, the logo feels relevant due to its classic influences and restrained color use.
Detailed yet Legible: The ornamental design draws attention, while the bold type ensures readability.
Unique: The Art Nouveau inspiration sets it apart from the minimalism often seen in modern logos.
Premium Positioning: Conveys a high-end, artisan perception while still being approachable.
The logo strikes a delicate balance between heritage and contemporary relevance, making it one of the most iconic restaurant logos in the UK and globally.
PizzaExpress has largely retained its logo since Alan Kitching’s redesign in the 1990s. This decision highlights the strength and timelessness of the design. Minor updates have been made to modernize its application (e.g., digital clarity or responsive formats), but the core identity has remained intact—emphasizing the value of brand consistency.
The PizzaExpress logo is available for free download in vector formats such as SVG, AI, and PDF, as well as in transparent PNG format via logowik.com. These formats ensure optimal quality for both print and digital use.
The PizzaExpress logo is a standout example of how a brand can communicate craftsmanship, style, and legacy through visual identity. With its richly detailed Art Nouveau design, timeless type, and elegant monochrome color scheme, the logo perfectly encapsulates the brand’s blend of Italian tradition and modern British dining culture.
