Rough sketch
Finished pencil sketch
I still do final sketches with a brush on showcard. This was rendered at roughly 4-by-8 inches.

Design Clinic: New look for a pizza shop

By Bob Behounek

Posted on Saturday, December 31st, 2016

Pizza only has five letters to deal with. Here’s a chance to utilize some type that is formal, with serifs, yet fun, too. I love using type that is uppercase but injected with lowercase letters, which is called common case lettering. The lowercase I and A not only create more interest but better use of the letter spaces to create a more readable flow between each letter. Bouncing the formal letters helps in the fun department, and consumes more of the available space, too.

As you can see, my suggestion is to utilize two more geometric shapes, or panels, to house whose pizza place this is and where to park your vehicle. These two matching shapes are placed in the planned vacant areas in the upper left and lower right corners. These are done in green and white, contrasting to the very warm red colors used in the sign’s product, Pizza.

As I’ve talked about before, we’re creating color messages that will be read as one. In this case it’ll be the much larger Pizza that’s read first, followed by Evan’s and Parking in Rear. Even though this is a village road, quick readability is important.

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Bob Behounek

Bob Behounek has spent over 40 years as a sign artist and pinstriper in the Chicago, Illinois, area.