With its new look and logo beginning to edge out the old, Domino's has devised an artful plan to save its old logo materials from ending up in landfills.
The company kicked off its Second Hand Logos program, in which 10 artists have taken on specific projects utilizing items bearing Domino's old logo — from signage and clothing to store materials. A dedicated website, www.secondhandlogos.com, has been created. It takes visitors directly to Domino's Pinterest page, where the artists' work, including items for sale, photos, updates about ongoing projects and biographical information is posted.
"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 a '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."