Dommmino’s

Domino’s is announcing its first brand refresh in 13 years. Domino’s new brand refresh is putting the “mmm” in “Dommmino’s”, ushering in its next chapter by making every aspect of the brand as craveable as what's inside the box.

The update introduces a more playful, modern and craveable visual identity along with a new brand platform and jingle, which is voiced by Shaboozey, designed to reach the next generation of pizza lovers. While the refresh revitalizes how the brand looks, feels and sounds, we’re keeping the same iconic logo.

Why?
For years Domino’s has worked hard to deliver the most mouthwatering items on its menu. Most companies rebrand themselves when they’re struggling, but after years of category-defying growth, this refresh is about Domino’s continuing to push to be the best version of itself.

And early consumer research shows consumers prefer the refresh, with 67% favoring it over Domino’s former look. Happy to share more data if interested!

Cravemark: Rather than introducing a new tagline, Domino’s is baking craveability directly into its name with their own trademark "Dommmino's" - or the CRAVEMARK as we like to call it.
Jingle: The cravemark inspired the brand's new jingle, which was voiced by country music star Shaboozey.
Colors: Domino’s is keeping its iconic red and blue, only making them hotter and more energetic, similar to the center of a flame. They’ve shifted the hues and values of the brand colors to feel as hot as its pizza while also giving a subtle nod to the colors of the brand's past.
Font: Domino’s new type family, Domino's Sans, provides bold, attention-grabbing headlines while also conveying a sense of its personality and brand tone. It incorporates little details throughout, like perfect circles and semi circles to nod to pizza. It's a fully variable type family with a wide range of weights and widths, making it as versatile and stretchable as dough.
Packaging: The boxes are our most prevalent branded "prop” and were redesigned to stand out in social content, at pizza parties, and anywhere they are placed. Domino’s revamped their lineup of packaging to be simpler, brighter, and overtly Domino's. The pizza box is now the embodiment of our logo when two boxes are placed back to back. Our black box used for Pan and Parmesan Stuffed Pizzas also got a makeover, with the same design as the core pizza box treated in black and gold for a more premium and indulgent feel.
Website and Mobile App: We've given our ordering platforms a makeover, using the new look and feel to highlight and hero our new food photography to make it a more craveable experience. Brighter reds and blues add vibrancy, while the introduction of softer tan colors in place of white tie back to the core of a pizza - its dough.

Domino’s will begin rolling out various elements of its brand refresh now through next year, starting in the U.S. and select international markets, and then expanding globally.