Company Logos

The original ShowBiz Pizza Place logo was traditionally used in two formats - a longer horizontal version and a secondary upright version. The horizontal logo was considered the standard usage and was primarily featured in advertising, promotion and also on most exterior building signage and various forms of merchandise. The upright variation was often used on interior signage, exterior pole signs, and other situations where a squared version was needed - most notably on the game tokens.

Pizza Time Theatre was rebranded following the initial offering of the company's first public stock in April of 1981. The horizontal and upright logos were part of an overall branding change which included standardized interior signage and color schemes for the restaurants. These logos were used throughout the 1980s on various pieces of merchandise, as well as advertising and promotions. Alternate versions of the horizontal logo were sometimes used during the mid to late 1980s that removed the words "Pizza Time Theatre", leaving the logo to simply read "Chuck E. Cheese's".

In 1989 both brands owned by ShowBiz Pizza Time Inc. were given new names and a fresh new look. The new logos were quite similar to one another, both featuring a white emblem with features from their previous incarnations, and accentuated with green, yellow, and red colors. These new logos were part of a rebranding effort when ShowBiz Pizza Time was spun-off from parent company Integra (formerly Brock Hotel Corp) to become an independently, publicly traded company.

Following disappointing sales in 1993, the company once again decided to undergo a rebranding effort. The "thumb Chuck" era began under the direction of the J. Walter Thomas Agency of Chicago. It was during early 1994 that the company also decided that their advertising efforts would be aided by operating solely under the trade name "Chuck E. Cheese's", dropping the word "pizza" from the restaurant title. Since the ShowBiz banner was discontinued during Concept Unification and all stores were now operating under a single brand name, the company also gained immediate access to cable / network television to strengthen and further the brand moving forward.

Through the mid to late 1990s the company continued operating solely under the banner of Chuck E. Cheese's, and the logo continued to be updated periodically. An updated logo was made in 1995 which included changes to the artwork and colors, notably the outfit change to a yellow shirt and red baseball cap. This coincided with something the company dubbed Phase I - a 1995 initiative to refresh the concept (which introduced Kid Check stations and Sky Tubes). A slightly adjusted version of the logo appeared in 1998 ushering in the Phase II remodels and company name change from ShowBiz Pizza Time Inc. to Chuck E. Cheese Entertainment Inc.

In 2004 Chuck E. Cheese's underwent another refresh that included a brand new logo featuring Chuck E. in purple and now giving an unmistakable thumbs up. This new logo was part of the Phase IV revamp that brought in new game rotations to stores and also involved major interior and exterior updates. This remodel began in 2004 and was aggressively pushed during 2005. This new logo was also designed in a 3D "shaded" variation which was used on many printed and advertising materials.

After years of stagnant sales following the setbacks of the Great Recession, Chuck E. Cheese's teamed up with The Richards Group to contemporize Chuck E. Cheese in 2012. This new "rockstar" update transformed the character into a CGI animated mascot, which of course required a refresh to the company logo which was finalized in 2013. The new logo featured a caricature of Chuck E. drawn in line art as opposed to the CGI version of the character (which didn't lend itself well to signage and other uses).

In 2017 Chuck E. Cheese's once again began remodeling their stores to fully utilize the new rockstar cast of characters. Dubbed "2.0", the newly remodeled stores - called Chuck E. Cheese Pizzaria and Games - contained many new changes, the foremost being the removal of the animatronic shows which were replaced by a lighted dance floor. The 2.0 rebranding also dropped the possessive in the restaurant title, leaving it as simply "Chuck E. Cheese". As remodels progressed, many features were scaled back including the logo in 2019 (once again using the former font instead of the newer scripted version.)

In 2020 amid the Covid-19 pandemic, Chuck E. Cheese created a brand offshoot called Pasqually's Pizza & Wings. With state and local shutdowns forcing in-store dining establishments to shutter, Chuck E. Cheese struggled to operate as a strictly carry-out business. As a result, the company began selling pizza under the pseudonym brand on delivery services such as DoorDash, Grubhub, and UberEats.