Seeing the Possibilities

Sound ON.

Design is all about exploring new possibilities.

About 13 years ago I was sitting outside the local Domino’s and got to thinking just how disassociated their logo is from what they do… I mean, a domino piece in red and blue with the name set in Futura Extra Bold Condensed? I felt there was some hidden potential here. Thus was born the Domino slice logo… in my mind a more representative identity that visually conveys the idea of pizza portions with the domino playing piece. A succinct, meaningful and engaging identity that showcases the company name and the product they sell in one compelling graphic. In addition, the logotype has had a tweak also, now set in Block T Heavy which, in my mind, looks like a font created for use in pizza related communications… thick, crusty with a slightly organic feel. Futura Extra Bold Condensed was just a little clinical for my liking. Anyway, attached are the quick mockups I did after getting back home – maybe this has some legs.