PizzaExpress Logo

PizzaExpress LogoPizzaExpress Logo PNG

The PizzaExpress logo embodies the brand’s commitment to redefining the idea of pizza. The emblem, a combination of art and commerce, shows that PizzaExpress is not an ordinary pizzeria but a place where culinary excellence reigns. The emblem meets the demands of connoisseurs of haute cuisine and distinguishes the brand from ordinary pizzerias. The logo serves as a sign of authenticity and a guarantee of quality. The PizzaExpress logo indicates that food and experiences are available outside the restaurant’s doors. It reflects the brand’s mission: to offer carefully crafted, unique pizza that is both a delight and an art.

PizzaExpress: Brand overview

In 1965, Peter Boizot opened the first PizzaExpress on Wardour Street in London after being inspired by the taste and tradition of Italian pizza. This started a new chapter in how the UK experienced Italian food. The restaurant quickly stood out for its handmade pizzas and unique setting that combined elegance with an inviting feel, complete with open kitchens and marble tables. Innovations like the Spaghetti Bolognese Pizza helped solidify its reputation.

The brand grew rapidly through the 60s and 70s, expanding within London and beyond. By the 80s and 90s, PizzaExpress grew across the UK and made its mark internationally with restaurants in Ireland, Spain, France, and Hong Kong. The company went public in 1993, underlining its commitment to growth and innovation. This period also saw the launch of new ventures, including Cafe Pasta and a line of supermarket frozen pizzas, further embedding PizzaExpress in British culture.

The 2000s saw new ownership, with TDR Capital taking over in 2003 and delisting the company from the stock market. This was a time for further expansion into emerging markets like India and China and updating UK restaurants to meet changing customer needs.

In 2014, Hony Capital acquired PizzaExpress for around £900 million, emphasizing the brand’s potential for continued growth. The following years, especially during the COVID-19 pandemic, presented significant challenges, including temporary closures and a restructuring in 2020 to manage debts. Despite these hurdles, PizzaExpress adapted by focusing on delivery and takeaway and introducing a vegan pizza line with Quorn in 2021, meeting a surge in demand for plant-based options.

With more than 500 restaurants worldwide, PizzaExpress remains a beloved brand, respected for its legacy of innovation, quality, and style. Its journey from a single restaurant in London to a global presence demonstrates a blend of tradition and innovation. Even in the face of recent industry challenges, PizzaExpress’s commitment to delicious pizza, a memorable dining atmosphere, and a strong customer base continues to thrive. The brand is well-positioned to adapt to consumers’ evolving tastes and preferences, promising a future where it continues to offer unique dining experiences.

Meaning and History

PizzaExpress Logo History

1965 – 2011

PizzaExpress Logo 1965

PizzaExpress, founded in 1965 and operational until 2011, was known for its great meals and distinct visual style. The brand was dedicated to both culinary and design innovation from the beginning. Their original logo is a key example.

The logo, which resembles a pizza, is central to the PizzaExpress menu and stands out due to its artistic flair. It features toppings represented by stylish lines and swirls, making the logo look like a unique piece of art made by a talented chef.

The design details aim to stimulate appetite and create positive associations. They include melted cheese that stretches with each slice, fresh herbs, and steam, suggesting the pizza is fresh out of the oven. These details underscore the brand’s focus on presentation quality.

The brand name PizzaExpress is prominently capitalized in the middle of the logo. The elegant curves of the letters enhance the overall design, adding to the visual appeal.

This logo represents the quality and taste of the pizza and embodies PizzaExpress’s values. These include using fresh ingredients and maintaining a unique presentation style. The visual identity conveys that their pizza is an accessible art form, blending culinary skills with creative design.

2011 – today

PizzaExpress Logo

The British pizza chain sought exclusivity by opting for a sophisticated logo. The design is reminiscent of its main dish, the large pizza. Curved lines and harmoniously placed strokes look decorative, like sauce applied to a baked crust. They create an intricate pattern with an exact repetition of swirls and curves surrounding the center area where the restaurant’s name is placed. The lettering is divided into two levels and is centered. The letters are uppercase narrow, in a unique style that skillfully combines bold and thin segments.

The choice of a pizza-like logo goes beyond aesthetic appeal to convey the brand’s specialization. The unique design of the letters in the restaurant’s name gives it sophistication, setting it apart from other pizzerias. The curved lines and intricate patterns also give the brand a sense of luxury and exclusivity. Thoughtful design elements create a memorable and unique corporate identity.


What is the meaning of the PizzaExpress logo?

The brand’s founding story inspired the PizzaExpress logo. When Peter Boizot, the founder, visited Italy, he was amazed by the delicious Italian pizza and the pizza chefs known as pizzaiolos. These chefs wore striped shirts and skillfully tossed pizza dough in the air, making pizza-making seem like an art. This inspired Boizot to bring the same skill, tradition, and style back to the UK.

This led to the PizzaExpress logo, which honors these Italian chefs. The logo represents the brand; it shows PizzaExpress’s commitment to traditional, artful Italian pizza making. Featuring a pizzaiolo in the logo connects customers to the authentic Italian experience that inspired the brand and continues to drive it today. The logo links Italian culinary traditions and PizzaExpress’s mission to offer genuine Italian cuisine.

What is PizzaExpress known for?

Since it started, PizzaExpress has been known for making handmade pizza using traditional Italian methods. This focus on real, quality pizza has helped PizzaExpress stand out, earning a special place in the hearts of pizza lovers. The brand has been forward-thinking, adapting its menu to fit customers’ changing tastes and health preferences.

A key innovation from PizzaExpress is the Leggera pizza. This was the first time a Main Street restaurant chain introduced a pizza that was both tasty and low in calories, with each Leggera pizza having about 500 calories. This move showed PizzaExpress’s willingness to innovate and meet the desires of customers wanting a healthier option without losing the authentic Italian pizza experience.

Who owns PizzaExpress?

PizzaExpress is owned by Hony Capital, a big private equity firm from China. This firm has around US$10 billion to invest and is interested in helping companies grow in China and worldwide. Hony Capital started with money from Legend Holdings, a big company in China that works in many different areas.

When Hony Capital bought PizzaExpress, it saw a chance to make the restaurant chain even better and more popular worldwide. PizzaExpress is known for its tasty Italian food, especially pizza, and has restaurants everywhere. Hony Capital wants to use its skills and money to help PizzaExpress do even better, like opening more restaurants in Asia, making the company run more smoothly, and updating the brand to keep customers happy.

Why is PizzaExpress called Milano?

In Ireland, the restaurant chain we know as PizzaExpress is called “Milano.” Luke Johnson, the company’s chairman, said they changed the name because “PizzaExpress” made people in Dublin think of fast food. That wasn’t what they wanted since their restaurants are about sitting down to a good meal and grabbing something quick.

They chose “Milano” for its restaurants in Ireland because it sounds more upscale and Italian, fitting better with what they offer: freshly made pizza and other Italian dishes to enjoy in a relaxed setting. It was about changing the street signage, making sure people know what to expect when they walk into a restaurant—a good lunch. The company ensured everything else stayed the same even with the new name.