In 2009, Domino's flipped the industry on its head by announcing it would make a Pizza Turnaround. The campaign pushed Domino's into the spotlight, focusing on its new and improved recipes.

Domino's then introduced a rebrand with a new logo and an artisan woodcut look and feel. As a result, the Domino's brand inspired trust with its handmade look, which was important at that time.

We're on the cutting edge of pizza technology and experiences. A lot has happened since Pizza Turnaround: the DXP, our Dom chat bot, Emoji and Alexa Ordering, and a self-driving delivery car with technological innovation at its core.

As we move ahead to an even more exciting era in food service technology, these Brand Guidelines will help to enhance and symbolize the progressive path we've embodied as a company.

We've adopted a new design system - the visual communication style in which we are recognized by our logo, vehicle markings, digital presence, and advertising.

This new system focuses on our tile logo, custom typography, precision of design elements, and color. Our brand, when all these elements are combined, creates a playful, bold, authentic experience for ourselves and our customers.

Since 1963, we've grown from just one store to become the #1 pizza company in the world. To get there and continue to go above and beyond, it takes persistent passion, incredible vision, and bold thinking. It takes every one of our employees feeling like they have pizza sauce running through

their veins. It takes people who love what they do, and who have fun doing it. And more than anything, it takes a universal and unwavering belief in our brand purpose: to feed the power of possible by overcommitting to magical pizza experiences.

We'll continue to reinforce our identity as a craft brand by demonstrating simplicity, honesty, and confidence. Within this design philosophy, we build trust and have fun along the way.