In a move that marks a significant shift for the iconic pizza chain, Domino’s has announced the biggest update to its brand identity in 13 years. The refreshed look, unveiled on October 8, is part of the company’s ongoing efforts to stay ahead of the curve in a competitive fast-food industry while maintaining the familiar elements that have made Domino’s a household name. With a revamped logo, new colors, updated uniforms, and innovative pizza boxes, Domino’s is rolling out a fresh and modernized aesthetic aimed at giving its brand a youthful energy, all while maintaining the brand’s strong legacy.
This transformation also includes a playful twist: an alternate spelling of its name, “Dommminoes,” which the company refers to as a “cravemark.” The term is not just a catchy visual tool, but it also plays an auditory role, as it will be featured in the company’s new jingle, which has been performed by country music artist Shaboozey. The goal? To evoke the feeling of craving pizza in a more immersive and modern way.
Let’s dive deeper into what Domino’s new look entails and what it signals for the future of the brand.
The Story Behind Domino’s Rebrand
For a company with over 65 years of history, a major rebranding effort is not something to take lightly. Founded in 1960, Domino’s has grown into one of the largest and most successful pizza chains globally, with over 21,500 stores worldwide, including more than 6,000 locations in the U.S. Over the years, the brand has become synonymous with fast delivery, great pizza, and innovative technology.
However, in today’s competitive landscape, Domino’s recognizes that maintaining relevance requires constant evolution. Unlike many companies that initiate rebrands in response to declining sales or customer dissatisfaction, Domino’s refresh is aimed at enhancing its already strong market position. The company’s leadership sees the refresh as an opportunity to push the brand forward, both visually and conceptually, while still preserving the core elements that have defined Domino’s for over six decades.
Kate Trumbull, Domino’s executive vice president and global chief marketing officer, said in a press release, “Most companies rebrand themselves when they’re struggling, but after years of category-defying growth, this refresh is about continuing to push to be the best version of ourselves.”
The Key Elements of the Domino’s Refresh
The centerpiece of Domino’s new identity is its logo and packaging, which have received significant updates while maintaining the brand’s signature look. Here’s a breakdown of the major changes:
1. A Bold New Logo and Color Scheme
Domino’s has decided to keep its iconic red and blue color scheme, but they’ve been “evolved into the hottest version,” according to the company. This focus on vibrancy extends beyond just the logo and packaging to Domino’s digital and print materials, which will feature brighter, more modern designs.
The revamped logo still includes the recognizable domino tile with two dots, but it has been streamlined to make it more contemporary and bold. Additionally, the new logo features a fresher typeface that has a cleaner, more modern feel, perfectly complementing the brand’s youthful tone.
2. The Introduction of “Dommminoes”
One of the most exciting parts of this rebrand is the introduction of the playful, alternate spelling of the brand’s name: “Dommminoes.” This creative twist, referred to as a “cravemark,” is designed to tap into the emotional connection customers have with the brand, reminding them of the joy and satisfaction that comes with ordering their favorite pizza. The quirky spelling will be used across visual elements, as well as in the brand’s audio and jingle.
3. New Font and Uniforms
The company has introduced a new custom font, “Domino’s Sans,” which has been described as “thicker and doughier” with rounded edges that resemble the shape of pizza. This typeface not only adds a playful vibe to the brand’s communications but also reinforces the idea of comfort, warmth, and indulgence — all things that Domino’s wants customers to associate with its food.
Employees will also sport updated uniforms, which feature a more youthful and vibrant look, further aligning with the modernized tone of the rebrand.
4. The Reinvention of Domino’s Pizza Boxes
Perhaps the most exciting change is the updated pizza boxes. Domino’s has long been known for its distinctive red and blue pizza boxes, and while these will remain a staple, the company has introduced a new, premium version for certain types of pizzas. Signature boxes for items like Handmade Pan and Parmesan Stuffed Crust pizzas will now come in black and metallic gold packaging, offering a more luxurious feel. This move is part of Domino’s strategy to reinforce the idea that their pizza is indulgent and special, even before you take your first bite.
5. New Jingle by Shaboozey
In addition to visual changes, the brand has updated its audio identity with a new jingle performed by country star Shaboozey. The catchy tune will be used across various media channels to reinforce the brand’s refreshed image. The jingle is part of a broader push to create a more immersive, emotionally engaging experience for customers, reminding them of the joy that comes with ordering Domino’s.
The Reception to the Rebrand
While the Domino’s rebrand has yet to be fully rolled out, the initial response has been overwhelmingly positive. Fans and foodies alike have praised the bold, modern look and the subtle yet thoughtful changes made to the brand’s visual identity. One YouTube user commented, “The revamp is awesome, unlike some recent rebrands.” Clearly, customers are excited about the fresh direction the brand is taking, particularly since it maintains the comfort and reliability that Domino’s has always been known for.
A Contrasting Rebrand: The Case of Cracker Barrel
While Domino’s new identity seems to be receiving praise, the same cannot be said for some other recent brand refreshes. One notable example is Cracker Barrel, which faced significant backlash earlier this year over its failed rebranding efforts. The restaurant chain attempted to update its look by introducing a more modern farmhouse aesthetic, but this move was met with widespread criticism. Further attempts to modernize the brand, including a simplified logo, led to a significant uproar from loyal customers, ultimately forcing the company to abandon its plans.
Domino’s, however, appears to be navigating its rebrand with more success, managing to modernize its image while staying true to the elements that made it a beloved pizza brand in the first place.
Conclusion: A New Era for Domino’s
Domino’s rebrand marks the beginning of a new era for the beloved pizza chain. With a refreshed logo, updated packaging, and an emphasis on vibrancy and youthful energy, the company is positioning itself to remain relevant in a rapidly changing industry. By tapping into its own history while embracing modern design trends, Domino’s is charting a course for continued success — all while delivering pizzas to doorsteps worldwide.
As the new brand identity rolls out in the coming months, customers can expect to see a more engaging and visually dynamic Domino’s across all touchpoints, from packaging to digital media. Whether it’s the cravemark “Dommminoes” or the premium black and gold pizza boxes, every detail is designed to reinforce the brand’s commitment to quality, indulgence, and fun. With this bold move, Domino’s is proving that a brand can stay true to its roots while evolving to meet the needs of a new generation of pizza lovers.
