Domino’s is one of those companies that defied the rules of brand naming. The owner Tom Monoghan didn’t name the business after himself and he didn’t use a “what it says on the tin” strategy either. The name is not an ideology or symbolic of anything.
Tom’s first pizza joint was an already trading pizza place called DomiNicks and after Tom took over he started expanding his pizza business from 1 to 3 stores within 5 years. The previous owner disallowed the use of the original name DomiNicks for his extra stores so on a whim after a suggestion from one of his delivery guys, Tom re-named the company to Domino’s Pizza.
Whilst the naming of the brand may have seemed a little careless I think that Tom’s decision to name it Domino’s was strategically done. He needed a name quick and he needed one that sounded like the old name and whilst the name wasn’t symbolic, the logo would be.
The three dots on the Domino’s logo represents the three outlets that started Domino’s pizza and legend has it that Tom wanted to add a new dot to the logo for every new store opened.
Seeing as they opened 200 stores within the next 12 years, I think this was obviously seen as unfeasible and design wise probably the best decision to leave it as three.
The original logo is really simple and a well rounded design due to its modular structure and the colours were chosen to be bright, vivid and welcoming to customers, signalling Domino’s presence to any passer by. In my opinion I think Tom may have been inspired by the United States flag with the colour scheme and idea of dots per store.
The logo has gone through several tweaks over the years without loosing the essence of the original identity but the original design may well be my favourite out of various changes that have happened over the last 50 years. In my opinion the colours on the first iteration were just right.
Domino’s is said to be the Worlds biggest Pizza franchaise today and whilst the branding is a little far fetched, its surely an example of effective branding where psychology and creativity produces originality.