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    Night Train Pizza came to me a couple of months ago with a dream project - create the identity for a local pizza joint. To do so, we decided to c… Read More
    Night Train Pizza came to me a couple of months ago with a dream project - create the identity for a local pizza joint. To do so, we decided to create a system of logos, typography, and colors that was extremely flexible in order to address the wide variety of needs they had. We started with a logo. We wanted something bold and simple, something that would look as good on the side of a building as it would stamped onto a pizza box. We created the surrounding typography for the logo around a simple train headlight icon shape. That icon would serve us well on social media and the backs of t-shirts. Next, we created a typographic palette. I originally selected Montserrat as the only typeface because of its availability, but after reading Bethany Heck's piece on multi-typeface systems, I realized that Chivo could accomplish body copy designations better than Montserrat could, so we used them both. They are both simple sans-serifs, but the geometric edges to Chivo make it more readable and unique as body copy text. Finally, we created a system of colors, which is really where this brand came to life. By embracing the "night" theme of the restaurant, we focused on dark backgrounds and bold colors that looked like a neon pizza sign on a dark night. We applied this to everything and it became the core of the system - black t-shirts with red logos, and black menus with white and red text. Night Train Pizza launched on August 10, 2017 in Nashville, Tennessee. Read Less
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This image marks the start of the brand book created for Night Train Pizza, a new pizza spot in downtown Nashville, Tennessee.