Domino’s Pizza launches new global identity

Mon, 3 Sep 2012 | By Angus Montgomery

The new identity sees the word ‘pizza’ dropped from the logo, which has been redesigned as a red-and-blue domino.

Russell Weiner, chief marketing officer at Domino’s says, ‘We believe Domino’s has become an iconic global brand that is instantly recognisable.

‘We’d like to reach a point where we’re as recognised as the Nike Swoosh or the Golden Arches.’

It is set to be adopted in the US next month, before possibly rolling out elsewhere.

A spokesman for Domino’s Pizza in the UK says, ‘We are always keeping an eye on what our Domino’s colleagues across the globe are doing and we will be watching how the new branding in Australia and the US works with interest.’

The US logo launch is being accompanied by redesigned Domino’s stores, which will feature ‘comfortable’ lobby areas and open views into the kitchens.

Domino’s says all new stores built in the US and a number of countries around the world will feature the new logo and key components of the new store design.

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