PRODUCT DESIGN

LOGO CASE STUDY

RISHIRAJ GHOSH
B.ARCH | ASAP | KOLKATA
INTRODUCTION
DOMINO’S IS AN ESTABLISHED BRAND WHOSE LOGO
IS RECOGNIZED GLOBALLY. WHILE ITS SERVICE AND
TASTE CHARACTERISE SUCCESS, THE
DOMINO’S LOGO IS THE MAIN SYMBOL OF THIS
BRAND THAT HELPS US TO RECOGNISE THEM
AROUND THE WORLD.

CONCEPT
DOMINO'S BEGAN AS A SMALL INDEPENDENT PIZZA RESTAURANT
CALLED DOMINICK'S, IN MICHIGAN. DOMINO'S FOUNDER
TOM MONAGHAN BOUGHT
THE RESTAURANT WITH HIS BROTHER
JAMES IN 1960, AND AFTER A FEW
YEARS OF DECENT SALES DECIDED
TO BUY HIS BROTHER'S PART OF THE
BUSINESS.

BY 1965 MONAGHAN HAD OPENED UP TWO

ADDITIONAL PIZZERIAS AND WANTED ALL THE LOCATIONS
TO SHARE THE SAME NAME. WHEN THE
ORIGINAL OWNER OF DOMINICK'S REFUSED THE USE OF HIS NAME,
MONAGHAN CHANGED IT TO DOMINO'S PIZZA, INC.

THE COMPANY LOGO STARTED WITH THE THREE DOTS WE SEE

TODAY – REPRESENTING THE THREE DOMINO'S PIZZA STORES
AVAILABLE IN 1965. MONAGHAN INITIALLY PLANNED TO ADD A NEW
DOT WITH THE LOCATION OF EVERY NEW LOCATION, BUT WITH ITS
FRANCHISE OPERATIONS GROWING SO RAPIDLY THAT IDEA
QUICKLY BECAME UNFEASIBLE.
EVOLUTION
1960 — 1965
THE ORIGINAL BANNER OF THE COMPANY FEATURED A
MONOCHROME BANNER WITH THE “DOMINICK’S” LETTERING
IN CURSIVE PLACED ABOVE THE “PIZZA” IN BOLD CAPITALS
OF A MODERN SANS-SERIF FONT. THE BLACK INSCRIPTIONS
WERE
PLACED ON A WHITE BACKGROUND AND ENCLOSED IN A THICK
BLACK ANGULAR FRAME.
1965 — 1969
THE COMPANY WAS RENAMED DOMINO’S IN
1965 AND THE NEED FOR THE NEW LOGO APPEARED.
THIS IS WHEN THE NEW VISUAL IDENTITY CONCEPT WAS
INTRODUCED: A RED WORDMARK WITH A BOLD BLACK “PIZZA” TAGLINE WAS
PLACED ON THE LEFT FROM THE RED AND WHITE EMBLEM, DEPICTING A
DOMINO WITH SOLID WHITE DOTS. THIS VERSION OF THE LOGO STAYED WITH
THE BRAND FOR FOUR YEARS.

1969 — 1975
THE REDESIGN OF 1969 BROUGHT A NEW COLOR TO
DOMINO’S PALETTE — A BRIGHT BLUE. AND FOR THE FIRST
YEARS, BLUE WAS USED ONLY FOR THE LETTERING, WHICH
WAS EXECUTED IN AN EXTRA-BOLD SANS-SERIF AND PLACED
ON THE RIGHT FROM A RED AND WHITE DOMINO EMBLEM.

1975 — 2012
THE EMBLEM GOT INCLINED TO THE RIGHT AND TURNED INTO A
RHOMBUS IN 1996. THE CONTOURS OF ALL THE ELEMENTS
WERE REDRAWN AND MODERNIZED, MAKING THE ANGLES
SMOOTHER AND THE LETTERS — SIMPLER. THE COLOR PALETTE
REMAINED UNCHANGED, BUT THE RED IN THIS VERSION WAS A
BIT DARKER AND MORE INTENSE THAN ON THE PREVIOUS ONES.

2012 — Today
THE REDESIGN OF 2012 PLACED THE LIGHT BLUE “DOMINO’S”
WORDMARK ON THE RIGHT FROM A DIAGONALLY LOCATED
RED
AND BLUE RECTANGULAR EMBLEM WITH THREE
WHITE DOTS — TWO ON THE BLUE PART, AND ONE — ON THE
USAGE IN DIFFERENT FORMATS

WEBSITES

APPLICATION

OUTLETS

CARRYBAGS LEAFLET

TV ADVERTISEMENT

PIZZA BOX
CONCLUSION
SIMPLICITY IN THE DESIGN
COLOUR
THE DESIGN RELIES ON A TIMELESS COMBINATION OF RED, WHITE, AND BLUE.
BRIGHT AND WELL-BALANCED AT THE SAME TIME, IT’S A GREAT OPTION FOR A
BUSINESS WORKING IN THE FOOD INDUSTRY.
SYMBOLISM
RED STANDS FOR LOVE AND ENERGY, WHILE BLUE CONVEYS STRENGTH AND
RELIABILITY.
SHAPE AND SIZES 
SIMPLE GEOMETRY ENSURES THAT THE LOGO IS EASILY MEMORABLE
AND RECOGNIZABLE. 512 × 512 PIXELS. OTHER RESOLUTIONS: 240 × 240
PIXELS | 480 × 480 PIXELS | 600 × 600 PIXELS | 768 × 768 PIXELS
USE OF COLOURS AND VERSATALITY
• THE INCREDIBLE SUCCESS OF DOMINO’S BRANDING BOILS DOWN TO TWO
WORDS – “STABILITY” AND “FLEXIBILITY”. THE DOMINO’S EMBLEM IS
ONE OF THE FEW CORPORATE SYMBOLS THAT HAS REMAINED ALMOST
UNCHANGED THROUGHOUT THE COMPANY’S EVOLUTION. 
APPROPRIATENESS AND SCALABALITY
• DESPITE SEVERAL SLIGHT MODIFICATIONS, THE COMPANY HASN’T TRIED TO
REINVENT THE LOGO, STAYING TRUE TO ITS UNIQUE PERSONALITY. 
• STRAIGHTFORWARD AND STYLISH, THE BLUE AND RED DOMINO PIECE
ALLOWS YOU TO INSTANTLY IDENTIFY THE LEGENDARY NETWORK OF PIZZA
RESTAURANTS.  
IMPACT ON PUBLIC ABOUT THE BRAND/PRODUCT
• DOMINO’S PIZZA, WHICH CHANGES ITS BRAND IMAGE ACROSS THE GLOBE EVERY
5 TO 7 YEARS, HAS EMBARKED ON THIS NEW LOOK IN ORDER TO MAKE ITS
STORES LOOK ALIVE FOR CUSTOMERS, COUPLED WITH A SMART, POSITIVE
DELIVERY EXPERIENCE AND A DYNAMIC BRAND IMAGE THAT FORCES
CUSTOMERS TO TAKE NOTICE.
• DOMESTIC AND INTERNATIONAL FRANCHISE ROYALTIES, REVENUES FROM
SUPPLY CHAIN AND REVENUE FROM RETAIL SALES AT COMPANY-OWNED
STORES.
• COST-EFFICIENT STORE MODEL, CHARACTERIZED BY A DELIVERY- AND
CARRYOUT-ORIENTED STORE DESIGN, WITH MODERATE CAPITAL
REQUIREMENTS AND A MENU OF QUALITY, AFFORDABLE ITEM.
• DOMINO’S PULSE POINT-OF-LOGO SYSTEM IS DESIGNED TO
IMPROVE OPERATING EFFICIENCIES FOR OUR FRANCHISEES AND
THEIR CORPORATE MANAGEMENT.