Tony Maroni’s Pizza

Branding & Identity / Logo Design / Print Design

The Challenge

Tony Maroni’s is a Pizza Delivery & Pickup company in Redmond, Washington. After celebrating their 10 year anniversary this year, they decided it was time to refresh their brand. My task was to update their logo and identity to feel fresh and modern but without straying too far from their original look and feel. They didn’t want to alienate existing customers with a change that was too drastic. They requested that I keep part of the old logo illustration in the new logo and not change the colors too much. Along with the logo, I designed a new trifold menu. I was also presented the challenge of redesigning the website to showcase the new logo and branding, but keep within the existing structure and layout that their web developer had created.

The Solution

I started by meeting with my client in person to hone in on what Tony Maroni’s key brand characteristics were. We decided that the words that described Tony Maroni’s brand characteristics best were: hand-crafted, high-quality, family-friendly, and one of a kind. Because their pizza is New York-style, I did lot of visual research on old New York pizzerias and came up with an inspiration board of old signage. Many of these pizzerias did not have any iconography in their logos, and were merely a person’s name in colorful and bold type. I also did a lot of competitor research to see what other pizza places were in the Redmond area and found that most were franchise, and had cookie-cutter-type pizza. Tony Maroni’s pizzas are higher quality than the suburban pizza chains and that needed to come across in the branding. In order to modernize the logo, I kept a minimal part of the old design, simplified, and made the logo look like a stamp to reference being personally hand-made and not mass-produced.

My Roles

  • Concept
  • Design
  • Production
  • Web Design


  • Logo in multiple formats
  • Menu Design & print-ready files
  • Website mockup for developer
  • Brand Guidelines
  • Business Cards
  • Punch Cards


5 Weeks

Style Guide

Old Logo and New Logo