![]() It added depth to the brand and name by infusing a concept into the fold. The Dominos Logo design did what design communication is supposed to do. He needed a name quick and he needed one that sounded like the old name and whilst the name Domino’s wasn’t relavant to the consumer, it held relevance for his business strategy and created a brand history of sorts. The naming of the brand may have been a careless and rushed solution but Tom’s decision to name it Domino’s was a strategic one. The previous owner disallowed the use of the original name DomiNicks for his new store so on a whim after a suggestion from one of his delivery guys, Tom re-named the company to Domino’s Pizza. Tom’s first pizza joint was an already trading pizza place called DomiNicks and after Tom took over he expanding his pizza business from 1 to 3 stores within 5 years. The name is not an ideology or symbolic of anything to do with pizza, lifestyle or it’s customers. The original Dominos logo featured a semi-realistic looking red domino, and the Dominos Pizza wordmark usually being placed to either side of the domino. The owner Tom Monoghan didn’t name the business after himself, he didn’t use a “what it says on the tin” strategy and neither did he get conceptual about the business name. The packaging tells its story and reinforces the creativity and boldness of Domino’s.Domino’s is a company that defied the rules of brand naming and logo design. It’s only seen in the UK, but it already has positive responses. The company literally took its logo and transformed it into the pizza boxes. Recently, Domino’s launched a new marketing strategy fix its pizza boxes. The original Dominos logo featured a semi-realistic looking red domino, and the Dominos Pizza wordmark usually being placed to either side of the domino. “Transportation is a core part of the business,” says CEO Patrick Doyle. With the help of its customers, Domino’s also went even further and built a new car to keep its pizzas fresh. Everything it deals with is through technology from the way people order online via their phone or through the website with its tracking feature. Domino’s isn’t just a pizza-making business. Technology has become a big part of their brand as it became a big part of its customers. Since their “Pizza Turnaround,” Domino’s commitment to satisfying their customers is ongoing. As a design major myself, I like it because although it’s a simple concept, it’s still bold enough to stand out. And it works because the brand is so recognizable these days. Sometimes it’s even seen without the text. Since the fast food restaurant expanded their menu, it’s a logical tactic. ![]() In 2012, Domino’s simplified their logo and got rid of the “Pizza” word in its logo. Revamping its logoĬhanging the pizza was just the start. From December 2009 to December 2010, Domino’s stock shot up 130%. Domino's is listed on the NYSE under the symbol 'DPZ.' As of the second quarter of 2012, through its global footprint primarily made up of locally-owned and operated franchises, Domino's. In Q1 2010, the company saw a 14.3% increase in revenue over the previous quarter. The results were huge, and its customer loyalty increased. This showed that the company wanted to gain back the trust of its customers. Domino’s created another video that showed all its tricks, and said it wasn’t going to do it again. But the main reason people were upset was because the company made its pizza look better than it actually was through photography manipulation. Then, the CEO also promised to make the pizza better, and “Oh yes, did.” The new pizza beat Papa John’s and Pizza Hut’s pizza in a national taste-test! So, at the end of 2009, Domino’s decided to use that as a marketing tactic called “ The Pizza Turnaround.” It made fun of itself and agreed with its customers. Since the beginning of its founding, the pizza was awful. Here’s a brand that continues to succeed in rebranding: 1. The CEO Patrick Doyle decided to do something about it. ![]() ![]() The original logo featured two rectangles - the top was a red domino with three dots, and the bottom was a blue domino with the name of the restaurant. The company unveiled its first logo shortly after and stuck with it through the decades as it grew into a very popular chain. It was largely criticized and even laughed at. Domino's started out with one store in Ypsilanti, Michigan in 1960. We all know the pizza wasn’t the very best. Let’s take a look at Domino’s Pizza, now called Domino’s. But when it’s successful, the company soars. Sometimes, it doesn't work, and they miss the target. Whether it’s just a new logo design or fine-tuning the company’s image to represent their values, every little change can impact their entire business. Sometimes, it’s ongoing as they continue to improve their brand. Businesses choose to rebrand because they have to stay updated with the changing environments. ![]()
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