In the pizza branding world, red is certainly the most dominant color. However, sometimes the graphic elements make up for what would otherwise be a red-washed look. For Rigor Pizza, the typography is what really makes the brand standout as unique.
Rigor’s typography is brutalist in its style with hard edges and corners that feel notable Cyrillic in their style. This rigidity helps the perfect circles of the “O” letterform grab the attention while creating a visual connection to the pizza and the shape of a clock and thermometer. Rigor’s two tenets of pizza making is time and temperature so this visual metaphor lands nicely as a result.
The rest of the brand’s identity is simple in its delivery letting the typography and strong red color on white make the statement clear.
