Identity 03 · Brand guide

A slice is a road.

Look down a straight road and it narrows to a point on the horizon. Look down at a slice and it does the same. The mark is both at once: crust in the foreground, a lane line running to the tip, and a forward lean that matches the wordmark.

A slice
A road to the horizon
The Self-Driven Pizza mark
The mark, leaning 10° forward

Lockups

Pizza gets equal billing.

“Self-Driven” and “Pizza” share one size and one weight, so the product is never the footnote. The hyphen is a lane dash.

Stacked lockup in Tomato on Dough
Stacked · primary
Stacked lockup in Dough on Tomato
On Tomato
Stacked lockup in Dough on Char
On Char
One line · box sides, footers
Mark in Char on Basil
Mark alone
App icon
App icon

Download: stacked, Tomato · stacked, Dough · one line · mark · app icon

Color

A kitchen palette.

Named for what’s on the counter. Tomato leads. Sauce, a deeper red, sits behind any small cream text so it stays readable.

Tomato#E52E25Marks, headlines, the van
Sauce#C8231BBands with small text · 5.2:1 with Dough
Dough#FFF5DFPage and box
Char#24251FText, rules, the road
Cheese#F4C84BHighlights, the oven glow
Basil#D8E0B9Calm sections

Type

One family, two gears.

Archivo (SIL Open Font License) does everything. Condensed black italic when it needs to move, regular width when it needs to explain.

Display · Archivo Italic 900, width 72

The oven comes to you.

Text · Archivo 400, width 100

Six minutes out, your pie slides into a 450°C stone oven inside the van. Ninety seconds later it’s done, and resting on the way to you.

Utility · system monospace

LOCKER CODE 4817 · 450°C STONE · 04:00 TO YOUR CURB

Illustration

Flat, warm, from above.

Pizzas are drawn top-down, one per recipe, so the menu never shows a pepperoni pie where a Margherita should be. The van is drawn side-on with the oven always lit.

Pepperoni Pilot illustration Margherita Miles illustration Hot Honey Highway illustration

In use

Box, van, locker, phone.

The identity has to work at curb distance, on a box lid, and at 16 pixels.

The van livery: Tomato body, stone oven window, curbside locker with the one-line lockup
Van livery
Stretched byDana R.Out of the oven 21:42
Box lid · every pie signed by its cook

Self-Driven Pizza

Enter your code

481_

Pepperoni Pilot · out of the oven 3 min ago

Locker screen
Self-Driven Pizza

In the oven now. At your curb in 5 min. Code 4817.

Notification and home screen

Voice

Food first. Facts second. Puns rarely.

Say

  • “Out of the oven four minutes before your door.”
  • “Sweet with a lead foot.”
  • “Nobody craves a logistics platform.”

Skip

  • “Disrupting the last-mile pizza experience.”
  • A road pun in every sentence.
  • Robot faces, chrome, anything that makes food feel cold.