Domino’s is an American pizza chain whose full name is Domino’s Pizza, Inc. It was founded in 1960 as a local restaurant, Dominick’s Pizza, and then developed into an extensive international structure. The company first appeared in Ypsilanti, Michigan. Today its head office is located in the Domino’s Farms Office Park in Ann Arbor, the same state. The founders of the fast-food chain are James Monaghan, Tom Monaghan, and Dominick DiVarti. Her main specialties are chicken wings, pizza, sandwiches, pasta, and desserts.
Meaning and History
In December 1960, the two Monaghan brothers bought a small pizzeria in Ypsilanti, located near Eastern Michigan University, owned by Dominick DiVarti. To do this, they borrowed $ 900, 500 which they gave as a deposit. At first, the business partners wanted to manage the store, sharing their working hours equally jointly, but James was wary of leaving the postman position because he had a full-time job. Therefore, eight months later, he traded his half with Tom for a Volkswagen Beetle, which delivered orders.
By 1965, there were already three pizzerias in the network, located in the same district. Moreover, Monaghan wanted everyone to have the same name and that they represent a common trademark. However, the former owner of the DomiNick shop did not allow him to use that name, and Tom decided to choose a different one. One day Jim Kennedy, his pizza delivery guy, came in with an order and offered to name the restaurant Domino’s. That same year, Monaghan officially renamed its small chain Domino’s Pizza, Inc.
The logo has changed accordingly: it has become in the form of dominoes. At first, there were three points on them – by the number of stores. Tom wanted to keep adding one at a time but then changed his mind as many fast-food restaurants began to skyrocket. The first franchise of the company appeared in 1967, and in 1978 it grew to 200 points.
In 1975, Tom Monaghan survived a lawsuit filed by Amstar Corporation for alleged trademark violations and unfair competition. The fact is that this company was engaged in the manufacture of Domino Sugar, which was consonant with Domino’s. But after five years of litigation, the New Orleans Fifth Circuit Court of Appeals ruled in favor of the pizzeria. So she retained the name and, accordingly, the corporate logo. She had six of them in total.
1960 – 1965
In the early years, the store used the logo that was originally on the sign. It looked like an inscription in two lines: at the top – “DomiNick’s,” at the bottom – “Pizza.” The first word had sharp letters in italics by hand. They were as if scratched into the surface, with the “N” turned over and facing the opposite direction. The second lettering contained solid, confident, wide characters in black.
1965 – 1969
At first, the original emblem consisted of one domino with three dots: one at the top and two at the bottom. They indicated the number of pizzerias that were part of the fast-food chain: in the early years, one restaurant was bought, and two after a while. The domino was painted red, the color of the fire and the blush of the hot pizza. Several thin white stripes gave the knuckle volume. On the left was the network’s full name, each word of which was located opposite one of the parts of the dominoes. The top lettering was red sans serif; the bottom lettering was black with serifs.
1969 – 1975
The logo of those years received more streamlining: it became smooth and even, including the letters. The designers moved the lettering to the right side and changed its style using a font from the Futura family. The name still occupied two rows but was located more compactly and not opposite each part of the knuckles. The domino was also changed: the authors of the logo placed it straight, removing the volume so it looked flat. The colors became richer: the authors added cobalt to the red.
1975 – 1996
The developers placed a light blue rectangle next to the domino knuckle, entered the restaurant’s name into it, and rotated it vertically. They painted the phrase “Domino’s Pizza” white.
1996 – 2012
In 1996, the designers almost radically changed the style of the pizzeria logo. They removed the thin light boxes around the points and rounded the edges of the squares and rectangle. In addition, the developers made a rhombus out of the icon and put it on one corner so that it resembles a diamond. They also changed the font, using thicker lowercase letters.
2012 – present
At the end of the summer of 2012, the fast-food chain underwent a rebranding, as a result of which the word “Pizza” disappeared from the name. This was due to a new management concept: she stated that their franchise company is already more than just a pizzeria because it offers many other specialties. Naturally, the changes also affected the logo. The authors reduced the size of the dominoes by increasing the inscription. They also dyed the knuckle red and blue and placed it diagonally in front of the name. In this form, the logo was first advertised in October 2012.
Font and Colors of the Emblem
The brand identity has been associated with the name – both in text format and in graphic format. Therefore, the domino is a sign of his distinction. In the course of the evolution of the emblem, the developers placed it at different angles, forming either a volumetric (1965th year), then a flat image (since 1969). Moreover, both the text and the icon were equally accentuated. In 2012, the franchise changed its name, so only one word remained in the image – “Domino’s.”
Several types of typefaces were used in the emblem. One of them is Futura Condensed ExtraBold, created in 1927 by Paul Renner and published by Linotype. The modern version uses a font close to Pluto Sans Heavy, designed by Hannes von Dohren. Its free counterpart is Dokyo Font.
The corporate range consists of two shades of blue (cobalt) and red (scarlet, crimson). They were always white, which is used for dots on dominoes and letters in the name.