Pizzeria Bebu is the newest venture from Entertainment Smith. Bebu pizza is a fresh take on classic thin-crust pizza, and exemplifies Entertainment Smith's philosophies: when it comes to food, there is no one true way; and service rules above all.
Bud Rodecker created an identity system that is a new take on Italian iconography with fresh ingredients. The base of the logo is the red wedge, topped with an “Italian” reverse stress typeface, and custom lettering for “Pizzeria.” While the parts aren't authentic Italian ingredients, when combined they represent the Bebu way.
… We think that (first) there is no (one) true way, but there is our way… a manner (of) caring that feels right for so (many) reasons… Installation by Matthew Hoffman
As part of environmental graphics program, we created the “Slice of Life” series. Each quarter, a new artist is invited to submit a unique artwork created within the perimeter of the red wedge. Once a collection has been built, the wedges will be auctioned for charity.
The first year’s artists included Matthew Hoffman, Oliver Coreaux, and Don't Fret.
Slice of life install by Matthew Hoffman
Custom Alphabet
Process
Sometimes the best ideas are the first ideas. The brief for Pizzeria Bebu's graphic identity was written in the first meeting with Zach
The type selection for "Bebu" is Arbor by Vllg a reverse stress typeface. Reverse stress typefaces are also sometimes categorized as Italian, although their origin in Italy is questionable. Most likely, they were labeled Italian as a marketing gimmick to sell fonts. Image courtesy of "I Love Typography"
Like Bebu pizza, the graphic identity acknowledges that the way we do things don’t have to follow all the rules. The red wedge is inspired from "Beat the White's with the Red Wedge"… if you look closely, it looks like a mouth eating a slice of pizza.
The red wedge was just sitting there… one-eighth of the pie chart.
In searching for the right typographic voice, we referenced Italian signage and typography. Courtesy of this Flickr set by id29
"Pizzeria" is set in a custom typeface that uses american ingredients with an Italian flair. The discovery of a new stressed sans serif letterform came by overlapping two Zs of Trade Gothic Extended, a classic American Typeface. From there we extended it to an uppercase alphabet for Pizzeria Bebu's secondary typography.
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