Round Table's 60th-year rebrand hides a knight's helmet inside the Pizza Royalty logo

Return the 60-year-old chain to its founding lore: founder Bill Larson's hand-rolled dough made in-store daily, homemade sauce, toppings piled high, and 'a little pizza with someone you love'.

A new logo inspired by the original font hides a knight silhouette that doubles as an 'r'/'T' seal on packaging, uniforms and menus. The rollout through 2019 covers website, restaurant design, packaging, uniforms and menus, previewed at the Oakland Coliseum kiosk and the first Texas store in Frisco.

No sales figures reported. The first fully rebranded store was unveiled in summer 2019, and the knight seal now runs across the whole brand experience.

In its 60th year, US pizza chain Round Table rolled out a full rebrand in 2019 built on its 'Pizza Royalty' heritage, commissioned by parent company Global Franchise Group after its September 2017 acquisition and developed with brand consultancy Sterling-Rice Group.

The new logo riffs on the original Round Table Pizza typeface and hides a knight's helmet between the 'D' and 'T' — the knight alone represents the 'r' and the 'T', and works as a seal on packaging, uniforms and menus. The system extends to a new website, restaurant design and menu items, all pointing back to founder Bill Larson's principles: hand-rolled dough made in-store daily, homemade sauce and hand-cut toppings piled high.

Elements debuted at the Round Table kiosk at Oakland Coliseum and a new Frisco, Texas store — the California-born concept's first in the state — with the first fully rebranded restaurant unveiled in summer 2019.

The hidden knight rewards a second look and becomes a portable seal — iconography that works from pizza box to uniform.

Grounding the rebrand in verifiable heritage (daily hand-rolled dough, the original font) makes 'Pizza Royalty' a claim, not a slogan.

A franchise brand needs consistency: one coat-of-arms system gives every operator a ready-made identity.

Heritage rebrands work when the old story has a usable icon: a knight hidden in the letterforms turns nostalgia into a system, not a retro logo.

The rebrand was set to continue throughout 2019, with the first fully rebranded store opening in summer 2019. No performance results were published with the announcement.