Domino's taps artists to dress up old logo on Pinterest

 
June 17, 2013

As Domino's Pizza's new logo is rolled out across the system, the company has launched a new program to save its old logo materials from landfills and put them into the hands of selected artists from around the country.

The Second Hand Logos program debuts today on the Domino's Pinterest page, delivering the opportunity for several local artists to have their unique work on display to a nationwide audience, as well as potential buyers.

Ten artists have taken on specific projects utilizing old Domino's logo materials — from signage and clothing to store objects. Their work, including items for sale, photos, updates of ongoing projects and information about the artists themselves can all be found at SecondHandLogos.com, which will take visitors directly to the Domino's Pinterest page.

"In addition to supporting a select group of very talented artists, we are truly giving our fans and customers the chance to own a piece of Domino's history," said Russell Weiner, Domino's Pizza chief marketing officer. "It is incredible how quickly our old logo has become cherished as 'throwback' — which is a credit to both our new branding direction, as well as the nostalgia of the old logo, which was very good to us for several decades."

One element that has remained are the three dots on the Domino's logo, which dates back to 1965, when the company was incorporated as Domino's Pizza five years after its founding.

"Second Hand Logos is ultimately about our heritage, and where we have gotten as a brand in the past 53 years in business," Weiner said. "The old logo saw us through some amazing accomplishments, including menu additions and innovations, the launch of online ordering and the landmark redesign of our new, inspired pizza in 2010."

SecondHandLogos.com will showcase the artists and their artwork, both completed and in progress.

Read more about social media marketing.


Topics: Domino's Pizza , Marketing / Branding / Promotion , Online / Mobile / Social


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