Pentagram’s super smiley identity for Happy Face pizzeria
Partners Luke Powell and Jody Hudson-Powell have created a cute smiling face mascot for the London-based, 1970s Italy-inspired restaurant, along with a host of other illustrated characters
Happy Face Pizza is a new pizzeria offering all-day dining and takeaway in London’s King’s Cross. Located underneath the Everyman Cinema, the restaurant's menu of authentic Italian pizza, antipasti, gelato and dolci is designed to build up that feeling of excitement before a night at the movies.
The identity centres around the Happy Face roundel; a charming, illustrated logo featuring a smiling face which resembles what punters’ faces will look like after chowing down on one of its pizzas. Using an idea that a single illustration – the simple, happy expression on a face – could hold everything that they needed to say.
The Happy Face logo is accompanied by a group of cute, illustrated icons including a pizza slice, ice cream, lemon and disco ball, which take inspiration from Italian cartoons from the 60s and 70s. Happy Face is the main character, and the other elements are his friends, who hang out in the daytime restaurant, before partying downstairs at the disco.
A vibrant colour palette of green and yellow is used throughout, and the partners worked with type designer Bobby Tannam to create bespoke font Happy Face Display, which is inspired by a logo for the Galleria D’Arte L’Incontro in Italy that Tannam rediscovered in an old school book.