Slice is an online food ordering platform and technology provider built specifically for independent pizzerias in the United States. Founded in 2010 by Ilir Sela, the company was originally called MyPizza before rebranding to Slice in 2015. Today, Slice positions itself as a “first-party pizzeria partner,” supplying local shops with digital ordering, marketing tools, data insights, and shared services that are typically available only to large chains.[1][2]
Design and History
Slice’s most significant visual identity change came in September 2022, when the company announced it was shifting its brand focus from a consumer-facing ordering app to a B2B technology partner for independent pizzerias. The rebrand was led by Terrence Morash, Slice’s VP and head of creative, who joined the company in 2018 after serving as Creative Director at Shutterstock.[3][4]
As part of the 2022 rebrand, Slice introduced a “cheesy” yellow logo and imagery of individual pizzerias with custom branding across all of its channels. The visual change accompanied a broader strategic repositioning: the company moved away from competing with generalist delivery apps like Grubhub and Uber Eats, instead emphasizing its role as the behind-the-scenes technology engine powering independent pizza shops.[2]
Morash described the rebrand as a multi-year project that pulled on everything from graphic design to software engineering, including extensive time spent one-on-one with independent restaurant owners. The goal was to communicate that Slice is “not just a Grubhub for pizza” but a robust ecosystem of services for local shops.[2]
Meaning and Symbolism
The 2022 rebrand’s yellow logo was explicitly described in trade coverage as “cheesy,” a direct visual nod to the product category Slice serves. The company’s broader visual identity during this period also emphasized individual pizzerias’ own branding, with Slice’s design team working to automate client restaurant branding so that partner shops could present consistent, professional identities across digital channels.[2]
Beyond the logo itself, the rebrand reflected Slice’s stated mission of supporting independent restaurants. Morash framed the company’s approach as transparent and first-party: “We’re not trying to get [customers] to order at the next pizzeria, we just want you to keep ordering from the one that you already know and love.”[2]
Typography and Design
Documented details about Slice’s current logo typography and exact color specifications are limited in available sources. Trade coverage from the 2022 rebrand confirms the introduction of a yellow logo and a broader visual system that included custom branding for partner pizzerias, customized websites, and vectorized logos for restaurants on the platform. The design work was handled by Slice’s in-house creative team under Morash’s direction.[2]
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