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Domino's Australia and New Zealand Facebook pages introduced a new logo this week, featuring the company's name more prominently, dropping the word "pizza" and shrinking the domino to a "tile" design off to the side.
The Australia brand page noted: "We are excited to share our NEW logo with you! What do you think? It's going to be integrated across all our promotions and stores in coming months, but we wanted you to see it first!"
Fan reactions are mixed thus far, ranging from "boring" to "taking the less-is-more approach. I like it."
Australasia CEO Don Meij told Voxy that the new logo is "cleaner, stronger and more modern" than the traditional diamond design.
The logo was refreshed to match the company's evolution throughout the past several years, he added, and to reflect its new direction.
The logo is expected to be incorporated in new store developments in the market, as well as all advertising, marketing and digital platforms within the next few weeks.
Tim McIntyre, vice president of communications at Domino's headquarters in Ann Arbor, Mich., told Crain's Business Detroit that the new logo is being tested in the Australia, New Zealand market because they're less populated. No announcement is expected to be made soon in the U.S. system, he added.
Photo from Domino's Australia's Facebook page.
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