On Rye by Pentagram

On Rye is a new deli in Washington, D.C., that, despite its name, offers sandwiches on more options than rye bread and includes other classic Jewish deli staples like matzo ball soup. Designed by New York, NY-based Pentagram partner Michael Bierut, the logo is typeset in one of his signature specialty fonts, Franklin Gothic, and presented in a heavily matter-of-fact way that gives it that lo-fi deli charisma. The simplicity of the logo works great for repetition in a number of ways, as seen on the take-out bags and the tray liner. The project’s most attractive asset, though, is the photography by