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DOMINO’S PIZZA GROUP September 2018 v1.1

2.0 SIGNAGE

Signage must be affective whilst remaining proportional to
the shopfront and its context. We must be seen but we
must be respectful of our neighbourhood; use of strong,
affective signage is essential to our prominence but over
proliferation of signage must be avoided.

Our typical approach to signage is:
• 1No Domino’s letter set and tile on the fascia. The text
height must be proportional to the fascia on which
it is mounted. The relationship between text and tile
height is a protected brand asset and must not be
adjusted.
• 1No projecting sign (square or logo shape).

Where stores have multiple frontages, wrap around a
corner or are both visible from the shopfront and the rear
then additional signage may be warranted. We must only
install additional signs where they will positively enhance
our presence. This may include a ‘seating inside’ sign where
there is limited visibility of the customer area from outside.
Our architects will consider each new store independently
and discuss their thoughts on how to best apply our brand
image externally at the briefing meeting.

Our preference is to use static, internally illuminated signs.
The Domino’s text should be constructed of individually
illuminated letters. Our tile and projecting signs should be
constructed as internally illuminated box signs.

In locations where internally illuminated signage is not
possible then externally illuminated signs, halo illuminated
signs or non illuminated signs should be explored as a
hierarchical preference.
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