Domino’s Pizza has launched a new ’tile’ logo and cut the word ‘pizza’ from the design, as part of the franchise’s new direction and fresh corporate image.

The new logo keeps Domino’s iconic red and blue colours in a domino shape, with the company named removed from the design entirely.

Domino’s CEO, Don Meij, said the new logo is cleaner, stronger and more modern than the previous diamond-shaped design (see below).

“Domino’s is one of the world’s most recognised pizza companies and we are very proud of our heritage.

“However, our business, particularly here in Australia, has evolved significantly over the years from new store designs to better quality ingredients and greater menu choices.

“It was time to improve the one thing that signifies our brand – by creating a new clean, crisp and strong brand logo that reflects our new directions,” he said.

Australian Domino’s Pizza customers will be among the first in the world to see the new logo, with it being rolled out in new store developments across the country, and two stores already boasting the new look. All advertising, marketing and digital platforms will be updated over the next few weeks, said Meij.