Logo recycling. 45 years in the making.

It’s rare to have a name that is synonymous with a symbol. Domino’s original logo from 1965 used a single domino with 3 “pips” representing their original 3 stores in Ypsalanti and Ann Arbor, Michigan. By 2012, it felt clear that the brand could evolve beyond “Pizza” and simply be known as Domino’s.

Domino’s new minimalist trademark consisted of a 2-color domino icon carefully balanced against a sans serif logotype.

In certain instances, we let the symbol say the name for us without having to explain it.

For brand communication, digital systems and packaging, we developed a more “maximalist” form of visual expression.

Using a custom-drawn “stackable” typeface called Pizza Press, old-school scratchboard illustration, and a blatant disregard for white space, we crafted a brand voice that celebrated pizza (and not-pizza) in all its strange and wonderful forms.

This lead to a more “artisinal” look for a brand that had historically been known only for mass-produced food and fast delivery.

I even like to believe we invented a new design genre: Craft Junk Mail.

Agency: CP+B; CCO: Rob Reilly; ECD: Tony Calcao; Executive Design Director: John Kieselhorst; Designer Director: Scott Pridgen; Designer: Melissa Rhyner; CW: Matt Clark, Sean Smith; Head of Studio: Kathy Dickenson; Studio Artists: Charlynn Erickson, German Murillo, Ben Spiking; Typeface design: Monotype.