We just designed the new identity for Roebling Pizza, a Brooklyn pizzeria that has been around since 1960!

Roebling makes delicious sourdough pizza and their new identity is based on classic Pirelli graphics and lettering.

The new Roebling Pizza logo is based on the vintage metal signage that has adorned the business since its founding.

We created a new custom typeface—Roebling Sans—based on the lettering. Roebling Sans is backed up by our house typeface Cern for text use.

The logo is accompanied by these sporty racing emblems.

And we put together a few logo variants for them.

… as well as some tamer versions:

Roebling is one of New York’s oldest pizzerias—and as pizza fiends, we feel lucky to have worked on this project with them!