Domino'sCopied

Domino's unveiled the logo on 14 August 2012 in the same release as its Pizza Theater store, where customers can watch the dough being tossed. The release called the single-tile logo a significant change in the branding of the 52-year-old company.

The old logo set a tilted red and blue domino beside a blue banner reading Domino's Pizza. The new one keeps only the tile, flat and upright, with the Domino's name set apart when it is used at all. Chief marketing officer Russell Weiner placed it in a sequence that began in 2008, when the company recognised the need to change, expanded its menu and developed a new recipe.

"We'd like to reach the point where we're as recognized as the Nike Swoosh or the Golden Arches," Weiner said. The release said new stores in the United States and a number of other countries would carry the logo, existing stores only after a major remodel, and that it would appear in marketing from October.