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Pump (Chuck E. Cheese's) Custom (Pizza Time Theatre)
Launched:
May 17. 1977
This was the first logo to be used for Pizza Time Theatre, first being used in 1977 for the first location, in San Jose (Winchester Blvd), California. It would be used on new stores until about 1979, but seen on print media up until 1981.
In 1979, the Pizza Time Theatre logo was redesigned for the first time, changing the shape of the logo and the font which was used slightly. It would be used on new stores until about 1981. This logo would be used in conjunction with the previous logo, with this one being solely used on signage, and the other being reserved for printed media. The last store to have this signage was the Ogden, Utah location, which closed in 1991.
Custom (Chuck E. Cheese's) Frankfurter Medium (Pizza Time Theatre)
Launched:
May 1, 1981
In 1981, Pizza Time Theatre redesigned the logo, which would be used as signage from around 1981 to 1984, when they declared bankruptcy and were purchased by ShowBiz Pizza Place. It would be used in commercials from 1981 to 1992, to be used in the areas which still had stores with this signage. The last location which is believed to have used this signage was Redding, CA, which closed in 2006.
In 1984, the caption "Pizza Time Theatre" was dropped from the logo, and it simply became "Chuck E. Cheese's" after being acquired by ShowBiz Pizza and formed the then-new parent company, ShowBiz Pizza Time, Inc. The "Chuck E. Cheese's" typeface from this logo continued to be regularly used on the red derby of the animatronics and walk around Chuck E. Cheese characters until the late 1990s.
Chuck E. Cheese's Pizza (ShowBiz Pizza Time/CU Era)[]
Kabel Black (Chuck E. Cheese's, modified) Custom (Pizza)
Launched:
1987 (marketing) January 12, 1990 (official)
This logo was changed to match the ShowBiz Pizza logo introduced the previous year. Changes to the logo included the "Chuck E. Cheese's" text being switched to a new typeface, which would continue to be used for the rest of the chain's history, as well as the word "Pizza" being added below, and a new color scheme. The last location to use this logo was in Chico, California, which closed in 2011.
Kabel Black (Chuck E. Cheese's, modified) Custom (Pizza)
Launched:
February 1, 1993 (signage) March 12, 1995 (official)
This logo first appeared on signage in early 1993; it was designed as an updated version of the above logo that could be "retrofitted" into the old sign shell. It was given a broader release in 1995, around the same time the rest of the "Coach era" signage was introduced. This logo featured Chuck E. with the same outfit from the thumbs-up signage logo, with a pose based on the Chuck E. illustration seen in earlier signage. The last location to use this logo, the La Mesa, California location, is expected to close in 2025.
In 1994, a new logo was introduced featuring Chuck E.'s "Coach" design. In this version, he sports a red sweater with yellow stripes, and a red and blue hat. It would also be the first logo to feature Chuck E. with his iconic thumbs-up pose. A period was also added to the E initial, which would not be seen on signage until 1998. This version was only used in marketing.
As of 2023, the logo is still seen on boxes of pizza sauce shipped to the restaurants.
In 1995, a redrawn version of the Coach logo was designed for signage. On early installations of this logo, the signage would retain the "Pizza" caption, although at this point that aspect was being phased out and would not be used after 1995. This version was only used in signage in 1995–2001 remodels, and can still be seen at some locations; however, it is being phased out.
1998–2005[]
Designer:
Peeler-Rose Productions
Typography:
Kabel Black (modified)
Launched:
May 2, 1998
In 1998, to coincide with the change of the company going public in the stock market, and rebranding from ShowBiz Pizza Time to CEC Entertainment, the logo was slightly redesigned once again, this time for both signage and advertising. The 1995 signage logo was redrawn, with the star on Chuck E.'s cap replaced with a "C". The wordmark would also be slightly redesigned, now with the letters being slightly thinner, and having a black outline with a green drop shadow.
This logo is still seen at some locations; however, it is being phased out.
Chuck E. Cheese's ("Avenger" Era)[]
2005–2012[]
Designer:
Peeler-Rose Productions
Typography:
Kabel Black (modified)
Launched:
January 25, 2005
In 2005, CEC Entertainment began a company-wide redesign of their stores. While the signage was first introduced on January 25, 2005, the Avenger Chuck design was introduced in 1997, and had been appearing in commercials in animated form ever since. Chuck E. would get a new outfit for this design, now featuring a purple, green, and yellow t-shirt with a green and yellow "C", with green skate pads. His cap would become purple and green (signage and some other uses would depict him with a purple and red cap) and retain the same yellow "C" seen on the previous 1998 design. He also gives an unmistakable thumbs up. This artwork was previously used in a promotional brochure in 2003.[1] The design is similar to the Chuck E. animatronic on the then-current Studio C stages designed by Garner Holt Productions.
This logo is still seen at some locations; however, it is being phased out. The text from this logo was used in a few print advertisements as late as 2021.[2]
On July 5, 2012, the Chuck E. Cheese mascot was given a new look. A new logo was created and introduced several months later to go with the design, using a 2D caricature of Chuck E. and an altered wordmark (though the previous wordmark was still used in new or remodeled locations into 2017, along with the CGI Chuck E.). As of 2023, fifteen locations continue to use this logo. It's still present in a handful of usages such as print materials.
This signage was only used on stores between 2015-2017 on stores which recieved the "Phase V" remodel. It uses the 1994 wordmark accompanied by a CGI Chuck E. render, depicting him waving.
Custom (Chuck E. Cheese) Unknown (Pizzeria & Games)
Launched:
2017
Starting in July 2017, CEC Entertainment introduced a new concept for the company named "2.0". A new logo was designed for this remodel, which is a more minimalistic, simpler version of the 2012 design that removes Chuck E.'s eyebrows. The typography used is somewhat similar to the text used in the 1981/84 logo. The apostrophe-s ('s) was removed from the wordmark, and the "Pizzeria & Games" caption was added. This logo was used in tandem with the previous logo until 2019. This version would only mainly be seen on print/digital, and would never be used on any storefront.
For signage, the only big difference is that Chuck E. was placed inside a red circle with a gray outline. The "Pizzeria & Games" caption would still be seen on most stores which received this signage. It is still seen at some locations today.
In 2019, the logo was changed slightly yet again, this time to use the workmark from the pre-2017 logos, albeit without the smallcaps in the name, and without the apostrophe-s ('s). The "Pizzeria & Games" caption would also be dropped from the logo itself.
Due to the COVID-19 pandemic, Chuck E. Cheese began to operate a virtual kitchen called Pasqually's Pizza & Wings on various mobile delivery platforms. On June 25, 2020, Chuck E. Cheese announced that they had filed for Chapter 11 bankruptcy due to the COVID-19 pandemic and closed many of their stores, but eventually emerged from bankruptcy in January 2021.
The 2.0 remodel that uses this logo with the text in white is used at many locations.
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