On the heels of its 30th anniversary, Cicis has unveiled a refreshed brand identity.

The popular chain, with nearly 450 restaurants across the U.S., revealed its new branding – including a revised logo design – along with its newly identified core brand positioning of “Feeding Individuality”.

The new logo does away with the word “Pizza” from its name and adds the modifier “Beyond Pizza,” which the company says acknowledges that Cicis serves more than pizza – including salad, soup, pasta, desserts and a gameroom experience.

“The logo is comprised of unique shapes of various colours converging around a central point, representing variety, as well as individuals coming together,” says Cicis.

The company is also rolling out a new restaurant prototype design, with its first location scheduled to open in the second quarter of 2016 and a re-imaged version to open in the first quarter of 2016. Advertising agency Sterling Rice Group assisted in the development of the new brand look and prototype design, while architectural practice Back Lot Productions is helping translate the design into a live restaurant.

The new design features an entirely new colour palette, graphics and restaurant layout in sync with the new brand identity. More than 20 franchise-owned restaurants and at least 10 corporate-owned locations will be built following the new prototype design in 2016-17.

“A great deal of time and effort went into making sure our new logo, our updated look and our new prototype fit what the brand represents. We made sure to thoroughly study Cicis history and gain insight from many of our founding franchisees so we could honour our heritage as we build out the future of the brand,” said Cicis CEO Darin Harris.

The new logo debuted this week on the rebuilt website, which features the new brand identity along with updated technology.

Cicis
www.cicis.com