The logo of those years received more streamlining: it became smooth and even, including the letters. The top lettering was red sans serif the bottom lettering was black with serifs. On the left was the network’s full name, each word of which was located opposite one of the parts of the dominoes. Several thin white stripes gave the knuckle volume. The domino was painted red, the color of the fire and the blush of the hot pizza. They indicated the number of pizzerias that were part of the fast-food chain: in the early years, one restaurant was bought, and two after a while. 1965 – 1969Īt first, the original emblem consisted of one domino with three dots: one at the top and two at the bottom. The second lettering contained solid, confident, wide characters in black. They were as if scratched into the surface, with the “N” turned over and facing the opposite direction. It looked like an inscription in two lines: at the top – “DomiNick’s,” at the bottom – “Pizza.” The first word had sharp letters in italics by hand. In the early years, the store used the logo that was originally on the sign. Despite this, the official date of Domino’s foundation is considered to be 1960, when the Monaghan brothers bought a catering establishment and began to develop it. The company under this name was registered in 1965, and in 1967 its first restaurant was opened. The Dominos brand means Domino’s Pizza, a pizza chain where they also prepare sandwiches and hot dogs in addition to the main product. So she retained the name and, accordingly, the corporate logo. But after five years of litigation, the New Orleans Fifth Circuit Court of Appeals ruled in favor of the pizzeria. The fact is that this company was engaged in the manufacture of Domino Sugar, which was consonant with Domino’s. In 1975, Tom Monaghan survived a lawsuit filed by Amstar Corporation for alleged trademark violations and unfair competition. The first franchise of the company appeared in 1967, and in 1978 it grew to 200 points. Tom wanted to keep adding one at a time but then changed his mind as many fast-food restaurants began to skyrocket. At first, there were three points on them – by the number of stores. The logo has changed accordingly: it has become in the form of dominoes. That same year, Monaghan officially renamed its small chain Domino’s Pizza, Inc. One day Jim Kennedy, his pizza delivery guy, came in with an order and offered to name the restaurant Domino’s. However, the former owner of the DomiNick shop did not allow him to use that name, and Tom decided to choose a different one. Moreover, Monaghan wanted everyone to have the same name and that they represent a common trademark. Therefore, eight months later, he traded his half with Tom for a Volkswagen Beetle, which delivered orders.īy 1965, there were already three pizzerias in the network, located in the same district. At first, the business partners wanted to manage the store, sharing their working hours equally jointly, but James was wary of leaving the postman position because he had a full-time job. To do this, they borrowed $ 900, 500 which they gave as a deposit. In December 1960, the two Monaghan brothers bought a small pizzeria in Ypsilanti, located near Eastern Michigan University, owned by Dominick DiVarti.
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