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“Now Manscaped”

(Est. 1959) “Headquartered in Detroit, Michigan, Little Caesars® is the largest carryout-only pizza chain in the United States. Founded in 1959 as a single, family-owned restaurant, Little Caesars® has become the third largest pizza chain in the world with stores in 20 countries and territories worldwide, including in each of the 50 U.S. states.”

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Images (opinion after)

New Logo for Little Caesars
Logo (as it appears on the website).
New Logo for Little Caesars
Little Caesar detail.
New Logo for Little Caesars
Social media graphics.
New Logo for Little Caesars
Pizza box. Photo by Rowan Kempf.
Recent ad. There is a version of the logo — shown at the end of the ad — where the pizza is full and Caesar isn’t eating a slice.

There is no information on this one and the rollout was done without any fanfare… in part, probably, because the updates are minimal and functional. Unless you are a chest hair preservationist, in which case, you will be outraged. There are a number of great improvements to the little Caesar that make it an infinitely better drawing and logo. The laurel wreath has been cleaned up. The fingers holding the pizza slice are now clearly fingers and not scarecrow hands. The pizza is better shaped. The facial features are more pleasant. The strokes have been thinned. And, yes, the chest hair is gone, which may be considered an unnecessary sanitization of what made little Caesar a kind of friendly douchey character but, seriously, the last thing you want to be thinking about when eating pizza (or anything else) is chest hair. The toga also got a nice update with a couple extra folds and an “LC” pattern. There aren’t many applications to see but the social media graphics show a commitment to some key elements: the Caesar character, the color orange, what looks like a customized version of Emigre’s Mr Eaves, and a script font. It’s a simple formula but it’s consistent, effective, and as highbrow as pizza. The box looks great and showcases the redesigned character wonderfully. Overall, a great evolution that maintains the equity of the character and prepares it for the next 20 years.