Domino’s wanted to make its visual identity as appetizing as its pizza and has promoted a rebranding to modernize its image and better connect it with current and future pizza lovers. This is the first brand renewal in thirteen years, and includes new color palettes, typography, packaging design, employee uniforms, and even a jingle and phonotype.
The update has been carried out together with the agency WorkInProgress and maintains the essence of the brand, although it revitalizes it, both in terms of aesthetics and personality. In this sense, the recognizable domino that accompanies Domino’s remains a fundamental symbol of the company and the epicenter of the visual identity.
However, it has been revised under new colors, a more vibrant and striking red and blue. These are new versions that, according to the company in a statement, have been intended as a nod to the melting of a pizza fresh out of the oven.
Likewise, the typography has also been renewed, seeking a more daring character. The brand’s new font is called “Domino’s Sans” and is characterized by being thicker and pasty, with more rounded circles and semicircles that evoke the company’s main product.
The new aesthetic will also be reflected in the packaging. Domino’s has pushed an updated collection of boxes, centered around the brand’s iconic logo, with the intention of putting it “accessible to customers with a simple approach, designed to be vibrant and instantly recognizable”.
Additionally, it has designed new exclusive Domino’s boxes for premium pizzas, featuring a black and metallic gold version of its logo.
The dominos.com website and the company’s application will also host the new image, being the subject of a renovation that has sought greater dynamism and fun. On the other hand, the new design will also be applied to clerk uniforms, point-of-sale graphics, and digital and printed materials.
In addition, Domino’s has not only opted for a visual update, but also a sound one. Thus, he launches a jingle and a new sound expression of his name, called “Cravemark”, and designed, as noted in the statement, to be memorable and fun to imitate. Thus, it is articulated around the onomatopoeia “mmm”, an expression used when enjoying food. They have worked together with the singer Shaboozey, who points out that it has been “a fun challenge to be the voice of the most desired food.”
The company points out that the renovation has sought to incorporate the feeling of craving into the expression of the brand, and each aspect of the identity is intended to be a reminder of that approach. “It’s literally impossible to say ‘Domino’s’ without saying ‘mmm’“said Kate Trumbull, Executive Vice President and Global Chief Marketing Officer of Domino’s.
The board has also indicated that updating the image represents a renewal of the purpose. “For the past decade, we’ve been known as a tech company that just happens to sell pizza“, he explained. “But with our ‘Hungry for More’ strategy, we are refocusing on creating and delivering the most delicious products and experience, which is what Domino’s customers are really looking for. This renewal focuses on continuing to strive to be the best version of ourselves”.
The new look will be rolled out in the coming months in the United States and several international markets, with touchpoints including advertising on television and digital platforms, the website, the Domino’s ordering app, checkouts, printed materials, in-store graphics and employee merchandise.
