Founded by two brothers in a small Michigan town in the 1960’s, Dominos was once just a tiny little hole-in-the-wall pizza joint. Now as the 2nd largest pizza chain in the United States, along with many stores in several countries, Dominos has become a world player in the world of pizza. Once offering only a limited selection of pizza, they have branched out into vegetarian options, sandwiches, chicken wings and, of course, the famous pizza. One important factor that has helped Domino’s pizza over the years is the distinctive look of their logo. The bright and appealing colors stand out to people passing nearby and, with exposure to millions across the world; Dominos has become the place that many people think of first when they want to order a pizza. For anyone who seeks to create a branding empire of their own, it is important to consider the lessons and history of the Dominos brand.
Logo#1-The Three Dots
The very first Dominos logo, which was created in the 1960’s, was created for two reasons. First it sought to attract more customers due to the bright and cheerful colors of the logo. The red, white and blue colors were meant to be highly noticeable so as to appeal to the largest amount of people possible. The three dots on the logo symbolize the three original Dominos locations that were open at the time. As the company planned to work hard on franchises, they planned to add a dot each time that a new location opened. Of course, with the incredible success of the Dominos brand, this plan was scrapped because the logo would otherwise need thousands of dots.
Logo#2-A Small Flip
In 1987, the company decided to apply a minor change to their logo. First to be changed was the colors of the logo. While the general color scheme remained the same, the colors were made much more striking. This served to make the logo much more distinguishable to people on the roadside and people online. They also decided to flip the logo on its side. This had the effect of making the logo even easier for passerby to see, bringing in more customers.
The Current Logo
The current Dominos logo was created in early 2012. This logo kept the famous dominos icon, but removed the word pizza from the slogan, only showing the company name Dominos. This showed how powerful the Dominos brand has become. They no longer need to push the fact that they provide Pizza, because so many millions of people understand perfectly what they offer.
Why the Logo Works
There can be no doubt that the Dominos logo is effective. Dominos has become a household name both in the United States and across the world bringing in billions of dollars every year. The success of the logo can probably be attributed to staying power. Dominos, unlike many other companies out there, has never really tried to reinvent their logo meaning that they have had many years to cultivate their customer base.