Domino’s Smart Slice

This logo, although used by dominos very sparingly, is one of my favorite projects I worked on. During my time at matchMG turned into an inter-agency competition. A lot of sketching and extra time was spent developing this logo, and my biggest regret was that I didn’t document my process in a better fashion.

The brief was fairly simple. Dominos was engaging in an over-all rebranding effort, and during this process they challenged us to create a logo system for their school lunch program. I wanted to keep the branding scholarly (hence the collegiate typeface) and also playful. We were also given a bit of leniency to defy the parent company’s branding guidelines.


We engaged in this process with the promise that we were going to be given some website work, that was never fully pursued.