The Heroic Deli is making its debut on Santa Monica Blvd, Los Angeles with a new approach to the old Italian hero sandwich that has remained relatively unchanged for over 100 years.

The Heroic Deli will combine the finest imported Italian Salumi, Prosciutto, Mortadella, premium cuts and cheeses with the freshest local California produce and serve them on freshly-baked, still-warm bread to provide a next-level sandwich experience.

With this in mind, the brief from Adam Fleischman (of Umami Burgers, 800 Degrees Pizza and Cold Cocked Coffee) and his famous eating partner, Jeffrey Merrihue, was succinct: a logo that was clean, simple and modern, but tipped its hat to old Italy.