I've never noticed this before, but Domino's Pizza has a nice logo. It's one domino tile, tilted diagonally. One half is red, and has one pip, and the other half is blue and has two pips. It's simultaneously simple and instantly evocative of the food delivery chain. By any standard of logo design, it's a success.
Branding agency Jones Knowles Ritchie has rightfully taken notice, and created a new design scheme for Domino's Pizza boxes, based on its clever logo. Now, each pizza box is a solid color, with one or a couple of pip-dots on it. This stratagem really only makes sense when you have two boxes that, together, form one domino, but that's not a problem: JKR did some research and learned that, in the United Kingdom, 96 percent of the pizzas Domino’s sells are sold as a pair, thanks to the pizza chain's propensity for offering two-for-one combo deals. (The new pizza box design is only launching in the UK.)
The world of pizza box design is surprisingly vast—in the past, we've even talked to a bonafide "pizza box expert" about the innovations surrounding the construction of pizza delivery vessels. The new Domino's design doesn't depart from the traditional corner-cut design, but its graphics stand out from the pack. As Lee Rolston, Global Strategy Director at JKR, put it in a press release: “Domino’s ... boxes had become cluttered with generic messaging." That's true of other chains' pizza boxes, too. Now, by embracing the principles of bold, minimal design, JKR has made Domino's pizzas a bit more appetizing—inside and out.
