When a company starts its business, customers watch it grow gradually and establish an emotional bond with its products/services. Re-branding a reputed business is always a difficult task as people have more expectations from the company than they had years ago. However, visionary businessmen know the importance of maintaining a contemporary image and they refresh the brand image time to time to obtain larger market share.
Domino’s is a world famous pizza company, but for last couple of years they started expanding the menu to satisfy customers’ taste buds. Besides tasty pizzas, they are now offering pasta, chicken wings, stuffed cheesy bread, bread sticks, choco lave cake and many more items. Therefore, the company decided that they need to change the brand image to connect with new generation of customers and convey “we are not just a pizza making company” message.
Last week, Domino’s redesigned their brand logo and made it “cleaner, stronger and more modern”. There are mainly two big differences in the past and current logo design. Instead of two red squares and one blue rectangle, the new logo features one red square and one blue square. More importantly, they dropped “pizza” from the logo. Below the tilted red and blue tiles, only “Domino’s” is written to make people understand that they sell various food items.
Domino’s is satisfying hungry customers for past 52 years and this is their first logo redesign in 15 years. The new emblem will appear in their marketing materials from October and they are hoping for a positive response from consumers. Domino’s Chief Marketing Officer Russell Weiner said, “We’d like to reach the point where we’re as recognized as the Nike Swoosh or the Golden Arches.”
So, when you order a pizza or any other food item from this fast food giant next time, don’t get surprised to see the new brand insignia.