Domino’s refreshes global brand with craveable design

Domino’s Pizza Inc. has revealed its first major brand refresh in 13 years, designed to make every element of the brand as craveable as its pizza. Drawing from both its heritage and modern culture, the updated identity features bolder visuals, vibrant colors, fresh packaging, and a playful new jingle voiced by five-time GRAMMY nominee Shaboozey.

Rolling out across the U.S. and international markets over the coming months, the refreshed brand will appear in TV and digital advertising, the Domino’s app and website, packaging, in-store materials, and employee uniforms.

Kate Trumbull, Executive Vice President and Global Chief Marketing Officer, Domino’s: "Over the past decade, we became known as a technology company that happens to sell pizza. But with our Hungry for MORE strategy, we're bringing the focus back to making and delivering the most delicious products and experience, which is what Domino's customers really want. Rather than launching a more traditional tagline, we're baking craveability right into our name and every aspect of our brand as a reminder of this relentless focus. You literally can't say 'Domino's' without saying 'mmm.'"

The refresh introduces several new design and sensory elements, including what Domino’s calls a “Cravemark” — a combination of audio and visual branding centered around a name-bending jingle, “Dommmino’s.” Shaboozey lends his voice to the tune, describing pizza as a food that “brings everyone together — different people and generations and cultures — and no one does it better than Domino’s.”

The updated brand identity includes:

Brighter packaging: Simplified box designs featuring a vibrant red and blue logo, with premium black and gold treatments for Domino’s Handmade Pan and Parmesan Stuffed Crust pizzas.

Hotter colors: The classic red and blue have been deepened to evoke the warmth and indulgence of freshly baked pizza.

Bolder typography: The new custom font, Domino’s Sans, features rounded, dough-like letterforms inspired by the shape of pizza slices.

Enhanced touchpoints: A refreshed look for Domino’s website, app, in-store graphics, and employee gear adds energy and consistency across every customer experience.

Kate Trumbull: "Most companies rebrand themselves when they're struggling, but after years of category-defying growth, this refresh is about continuing to push to be the best version of ourselves. It's vibrant, it's bold, and it's fun. It's pizza!"

The refreshed brand design will guide how Domino’s presents future menu innovations and marketing initiatives as the company continues to evolve its connection with pizza lovers worldwide.

www.dominos.com

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