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Compared to Pizza Hut or Domino’s, Donatos is by far not a big retail chain, but the 45-year-old pizza place that started with (as the web site proudly states) $1,300 does have a good following in its hometown of Ohio, as well as franchises in Alabama, Ohio, Indianapolis, Orlando, North and South Carolina. On February it officially launched its new identity and campaign, but the identity has been in the works since 2006 undertaken by Interbrand’s Design Forum — somebody needs an update of their own if you know what I mean. The new logo and a prototype store were tested in a 1975-square-foot prototype in a western suburb of Columbus in 2006, and here you can see some nice shots of the updated interiors and exteriors. Having never been to a Donatos I can’t vouch for the old restaurants, but the new ones look like what a fast food chain should look like in the twenty-first century and, unfortunately, that’s exactly the same thing I can say about the new logo. The old one may have been overly traditional, but the new one is far too technologically advanced to trigger images and cravings of yummy pizza. Donatos claim to fame is its Edge to Edge® pizza, which is then cut in squares, so I guess that’s where the D-in-a-skewed-box comes from, but I’m not sure where the crazy wordmark comes from with those poor deformed letterforms — and poor “S”s they always get it the worst. The update, as usual, makes sense, the execution, also, does not.
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DG3’s comment is:
I like it!
A revision done right.
On Mar.03.2008 at 07:22 AM
DG3’s comment is:
I like it!
A revision done right.
On Mar.03.2008 at 07:23 AM
GIZA’s comment is:
Hmmm...
Daihatsu 2.0?
TonyN’s comment is:
I am interested to see what the direction on the brief was, but I think I can guess. I live in Cincinnati so I am very familiar with Donatos and its competitors.
I think the idea for the redesign was right - if indeed they were trying to do more for their signature square cut pizzas. I do not think that the execution completes the task. Because of the asymmetric type, the word mark itself misses an opportunity to communicate the semi-unique square cut idea.
The interesting thing about the new look is who Donatos used as a benchmark. I applaud the fact that they are not chasing Pizza Hut, Papa Johns or Dominos. Rather, they have chosen one of Cincinnati's best and most highly praised brands, Dewey's. Dewey's, if you live here, is considered one of the best pizza places around. It does not feel like a chain in any way. Take a look at their site. It is not so much the logo (although, you will see some similarities in principle), but the overall brand look and feel. Especially the interior.
www.deweyspizza.com
Since this is a logo forum mainly, I will say that it is a fair execution that could have been refined (or less refined maybe) than it was. From an overall brand standpoint, I like the direction they are heading. Although, nobody beats Dewey's.
On Mar.03.2008 at 08:17 AM
angiers’s comment is:
There were two donatos not far from where I lived in columbus, (I recently moved) One had the old branding, while the other one, newer had the new branding. I'm guessing that our area was a test market and it did well. I'm glad to see the new brand announced.
On Mar.03.2008 at 08:29 AM
Jan’s comment is:
I like the old one better. The S in the new logo is very bad. i'm not feeling it.
On Mar.03.2008 at 08:50 AM
Donatos Diner’s comment is:
I live in Indianapolis and Donatos has its own niche following. Around here, Papa John's reigns over all other pizza places, mostly because they advertise the most.
I love Donatos, but I'm a little sad to see the old logo go, if only for nostalgia's sake. I have seen the new interiors and they are more streamlined and bright. I like the generous use of red.
One thing I will say is that their new online ordering interface is sorely lacking. The other day the system kept griping because it couldn't verify the address I'd entered, even if it was saved to their system from previous orders.
As far as the logo goes, I agree that it doesn't really bring to mind the concept of "pizza". Something about it doesn't excite me. The wordmark, the warped D-box...it feels almost forced? Not quite generic, but it lacks warmth. It's trying to be quirky and modern, but it feels half-executed and wrong somehow.
Oh well. As long as they don't change their food, I guess I can live with it.
On Mar.03.2008 at 08:51 AM
andeth’s comment is:
well, from cliche to downright awful,
there is simply no soul in the new branding. it almost
looks as if the name was entered into some sort of logo
generating software and that's what it came up with.
don't even get me started on the design forum website..!
John Mindiola III’s comment is:
i too think that pizza joints in america need to make the leap from their italian ancestors. domino's made that leap recently, and it works. it's forced at some points, but at least it has cool-factor, where so many don't (papa john's, pizza hut).
this one seems, er, umm, not right. if a square pizza is your deal, why go with an asymmetric (and 3-D?) polygon? they could have done so much with a square (think: H&R Block that you can eat). square can be strong, cute, fun, cool, mean, trustworthy, and/or cutting edge. i think they should have really explored the "edge" theme/idea some more. because honestly, nothing about the redesign seems edgy to me. oh, it pushes boundaries, just not the right ones.
i'd rather have the old logo any day.
On Mar.03.2008 at 08:59 AM
John Mindiola III’s comment is:
the interiors and exteriors of the stores look great, but it's like, hey, welcome to 2001!
On Mar.03.2008 at 09:08 AM
Matt’s comment is:
Eck, these are the guys responsible for the new Holiday Inn look. They seem to want to wipe out traditional logos and make every brand in America look like it comes from Sly Stallone's Demolition Man.
The old logo inspired a pizza taste in my mouth...quality ingredients and delicious sauce. The new one reminds me of Dorito's and makes me think the pizzas, subs and salads probably all taste the same.
On Mar.03.2008 at 09:12 AM
adam’s comment is:
The whole execution seems kind of gimmicky. The exterior of the new restaurant looks just like the new KFC and Taco Bell that went up in town--stucco garbage, angles, bright colors. I, personally, don't want the buildings to scream "fast food"; I want them to note the TYPE of fast food. If the architecture communicates that it could be any of a bad pizza place, a bad chicken place, or a bad taco place, what would make me want to enter?
Ahhh, but, I see that, once I enter, it's a pizza-centric environment. After all, according to the article, "To create a 'pizza-centric' environment, such quotes as 'pizza is the slice of life' and 'pizza served with love nourishes the soul' are scattered throughout the space."
Contrived, gimmicky mottoes on the walls! That's how you do it! That's how you emphasize the care and quality packed into every slice!
On Mar.03.2008 at 09:17 AM
zz’s comment is:
JonSel’s comment is:
This article gives a pretty good background on Donato's and why they're making all these changes. The logo doesn't do much for me as an execution, but I get the strategy.
On Mar.03.2008 at 09:46 AM
Darrel’s comment is:
The nice thing about the new restaurants' exterior and interior is that they are so generic that they can be quickly converted into nearly any other mega-chain restaurant easily when they go out of business. That's green design!
The old logo seemed to have some personality, but if the goal is to invade the 'burbs, maybe personality is a detriment.
On Mar.03.2008 at 10:33 AM
smr’s comment is:
What has happened to typefaces in the 21st century? I think that people have way too many options without enough discretion when it comes to selecting the proper typeface. We see more and more that any Joe can get the necessary software and create a font. Then they put it on the internet and people put their faith in it because it is on the internet. I'm sure people say, "well, it's on the internet so it must be good...right?"
I am not saying that his is what happened here but it sure does look like it. I am also not such a staunch traditionalist that I stick to only Helvetica and Garamond, but at the same time it is important to have a GOOD pool of typefaces to choose from. Idea good, execution...two thumbs down.
Chris’s comment is:
Their logo has gone from an average take-off of The Godfather's aesthetic to a bad quasi-allusion to Pixar's Cars.
On Mar.03.2008 at 11:36 AM
Willis’s comment is:
I'm usually curmudgeonly about these redesigns, but I actually really like the job here. The letters and logo combine to form a very distinctive mark. It's a little "high-tech", but not in a way that puts me off. The "Pizza Subs Salads" tag is very instructive. This logo has minimalism on its side; maybe it's not perfect (or "brilliant"), but it looks like the designers stopped well before they screwed it up. The only thing they could have done more of, perhaps, would have been echoing something of the original logo's shape and/or typeface.
On Mar.03.2008 at 11:37 AM
Michael Tyznik’s comment is:
This is really disappointing to me. I grew up in Columbus, Ohio, Donatos' hometown, and I've always been impressed by their branding and especially the motion graphics in their commercials. They were impressive for a regional company, and they gave a cool, slick appearance to the company without it seeming impersonal. They took the stereotypical look shared by lots of pizza places to its limit and refined it very well. The new one just seems boring and has no character.
On Mar.03.2008 at 12:47 PM
Michael Tyznik’s comment is:
Here's an example of one of their old commercials. It's just very well-produced.
On Mar.03.2008 at 12:49 PM
Mr Posen’s comment is:
Soulless and generic.
Jeff’s comment is:
Eeeeee, another bland logo for a mall food court.
On Mar.03.2008 at 01:15 PM
Clifton Alexander’s comment is:
I've never been to Donatos, but I am not a fan of the new identity. It seems too modern for a pizza joint with a cult following. This rebranding reminds me of Nick-n_Willy's Pizza. Their previous identity was awful but they recently opened a new concept with a new logo and color scheme. I thought it was quite nice. Then out of the blue, they introduced a "new" brand with yet another new logo and color scheme. This new brand appears to be the direction the company is going, as it's made it way onto the website and all the new stores.
The store near me, Kansas City, has versions of all three logos and color scheme's in the restaurant! All three are VERY different in look, feel, colors, everything. It's very weird to walk in there. The main sign and chairs all sport the original logo, the interior signage sports the "in between" logo and all the menus and newer items all sport the new logo. Nick-N-Willys
On Mar.03.2008 at 02:15 PM
Gabe’s comment is:
Armin,
I really enjoy your site, but the writing in this particular entry could use some editing. Ohio isn't a hometown, for instance.
On Mar.03.2008 at 02:23 PM
Joey Pfeifer’s comment is:
Oh man.
The concept — an outline of the letter D that also looks like a slice of pizza? — is interesting.
But the execution is just wrong. What irritates me the most is the way they added a gradient to the mark — as if that makes it so much better. Add some sloppy typography and you've got a really forgettable logo.
On Mar.03.2008 at 03:08 PM
Chris’s comment is:
TonyN made some good points about Dewey's. I like the aspiration Donato's has tried to include with their brand of pizza (which happens to much more "gourmet" feeling than Pizza Hut or Domino).
I think they released their brand ID in stages, in which the previous logo would have had straight Insignia for their type, not the stylized version of it shown. I preferred the intermediate version. I also really enjoy the interior of their restaurants which are very sleek and classy for a chain pizza joint. It kinda reminds me of the interior of a Chipotle Restaurant.
Overall, the logo's not amazing, but the overall brand re-launch is very nice indeed.
On Mar.03.2008 at 03:23 PM
BWJ’s comment is:
The logotype makes me think of the Teenage Mutant Ninja Turtles. It has an odd fast-food Chinese feel to it, especially the "D"
On Mar.03.2008 at 04:43 PM
Christopher’s comment is:
When it comes to Ohio-based Pizza, LaRosa's is much better. But I will still eat a Hawai'ian Pizza from Donato's when it is offered.
This design is a lot bolder, less neighborhoody, and by far more memorable. Almost as if they're about to go national...... But I concur with GIZA - let's hope Daihatsu doesn't sue.
On Mar.03.2008 at 04:45 PM
Wes Pelletier’s comment is:
If it didn't say what kind of food it had on the bottom and the vaguely italian name, I would immediately peg it as a chinese food resturant.
On Mar.03.2008 at 08:18 PM
Char Alfonzo’s comment is:
I agree, the logotype is a bit sloppy and ummm oriental?
I dont like it.
lodenmuse’s comment is:
"Look, honey--Doritos has a new logo."
=^\
On Mar.03.2008 at 11:33 PM
2fs’s comment is:
It just doesn't convey pizza to me. The last commenter nailed it: it looks like it should be selling corn chips. Something about the angular cutoffs on the letters, and that stylized "D" that doesn't look so much like a "D" as like a triangular tortilla chip. Maybe I'm just in the mood for tortilla chips...
On Mar.03.2008 at 11:55 PM
Prescott Perez-Fox’s comment is:
The old one looks like a brand, the new one looks like a chain.
On Mar.04.2008 at 12:26 AM
DG3’s comment is:
I'll give you that, it does look identical to Doritos.
As for pizza, my hand's down favorite Pizzeria Uno.
On Mar.04.2008 at 07:49 AM
Joel32’s comment is:
Armin nailed it with the title "Quaint no more". (Quaint=having an old-fashioned attractiveness or charm) Even though we all know pizza is basically fast food, somehow i felt like i was getting something more when i went to Donatos. I think pizza joints should be a little on the dark, shady, old fashoned side. I used to put Donatos in a separate category from Dominos, Pizza Hut, and Papa John's...just because it gave the appearance of being traditional and authentic (and their pizza is really good too). But now it looks more cookie-cutter, bright lights, fast food than all of those. And reminded me of Doritos for some reason too.
On Mar.04.2008 at 09:04 AM
TomK’s comment is:
FOOD COURT
On Mar.04.2008 at 09:15 AM
Audrée Lapierre’s comment is:
it looks like an asian resto inside
On Mar.04.2008 at 09:57 AM
C-Lo’s comment is:
VERY gimmicky, but the more I look at the lettering the more I can accept it (even with the crazy S). to me however it wants to be stretched vertically. The D logo in the square I can do without. Tiled on the website worked but alone it needs a lil oomph to stand up tall and proud, but that lens flare just makes it worse. I'd much rather see it flat colored or with a subtle texture.
I want to see this logo in some context somewheres like a menu or advertisement. I think by itself it needs a little more. I will say however I like the inside of the restaurant itself. It's sharp even for a pizzareia. Maybe i'm just used to the corner slop shops, but damn do they make great cheeseteaks (A perk of living by Phi)
Darrin Crescenzi’s comment is:
The old logo seemed to have some personality, but if the goal is to invade the 'burbs, maybe personality is a detriment.
Pretty much hits the nail on the head… this might be bland, boring, vaguely inappropriate and (as Prescott pointed out) "chain-like," but soccer moms are definitely taking their kids here after the game. The mark feels like junk food, and since that's sort of the angle they're playing, it will likely be very successful.
The old one had this whole Mario Puzo/Godfather thing going on, which is interesting but would definitely be the first thing axed in the brand's realignment.
On Mar.04.2008 at 12:44 PM
cdub’s comment is:
Old one is tons better.
On Mar.04.2008 at 03:35 PM
NICELOGO.COM’s comment is:
Argh! That logo is truly tasteless. And how old is that font! Emigre who? At least they go it approved and billed for it. God bless 'em. :-)
On Mar.04.2008 at 05:44 PM
Soon’s comment is:
Are we seeing 2 different things here? This new logo is absolutely fucking fantastic. It looks like a clean, modern, healthy "pizza joint", rather than a sweaty, old, beaten-to-death local pizza place.
On Mar.05.2008 at 11:04 AM
2fs’s comment is:
When you want pizza, you don't want "clean, modern, healthy" - or you wouldn't be having pizza.
On Mar.05.2008 at 11:50 PM
zz’s comment is:
To me, making the logo more "chain-restaurant" like versus "the old local pizza place" has negative connotation. For example, we have a lot of Cici's Pizzas down where I live, and that place is gross. There is nothing appealing about pizza made as fast as possible and then left under the heat lamps in the buffet line.
On Mar.06.2008 at 09:09 AM
cdub’s comment is:
EXACTLY ZZ.
Well said.
I can see Donatos profits declining as we speak. The new ads featuring the new logo are equally as bad.
On Mar.06.2008 at 11:05 AM
Anonymous’s comment is:
I am appalled in countless ways. As a designer, as a former Ohioan and as an ex-high school Donatos delivery driver. This logo is about as tasteless as the way they fired me / their sauce.
On Mar.07.2008 at 01:54 AM
Antonio’s comment is:
The problem with this logo is that it basicly erased anything they have built thus far. This place has a following. So if want to hit a new market just UPDATE your visual language dont erase everything you've built. Being a graphic designer, that works for a branding firm, and lives in ohio i feel this logo and the excution that goes with it is bad!
On Mar.10.2008 at 11:08 AM
puckeroo’s comment is:
Just a few days ago, my wife and I shared a thin crust pizza that reminded me of Donatos. (I'm from Ohio, now in Tenn.) I fondly remember the dark, cave-like interiors; perhaps a goombah over there in the corner...
Several other posters nailed my initial reaction to this terrible logo: Corn chips anyone?
I could also see a place with this branding selling: chicken wings, chineese food, soggy pizza...
Papa Donato must be rolling in his grave.
On Mar.10.2008 at 12:57 PM
Sean Williams’s comment is:
As someone who has worked in the Brand Identity field for over 20 years I can definitely tell you all the best designs end up in the trash. Clients don't want clever, cutting edge work. They'd put a steaming pile of dog poop on there logos if:
1. it would make them money.
2. if one of the client big shots want dog poop.
Tom’s comment is:
I love the comparison to Disney interactive. I’m sure I could find a logo that looks like any other logo out there if I had enough time on my hands.....which is obviously what all these people have. Business must not be very good....probably due to sub standard design abilities.
On Mar.21.2008 at 08:34 AM
Designabiffita’s comment is:
I was just looking at the Apple Logo, man what were they thinking? What does an Apple have to do with computers? And a bite out of it?...pleeeeeease. Who would buy an apple with a bite out of it? There might be germs. And the Crucifix...what's up with that? How is that symbol supposed to tell me that if I accept Jesus Christ I will have everlasting life? Couldn't they have used some other symbol like a soul funnel or a sin sponge? Or add some type? Maybe if the cross had serifs it would be more friendly or less modern... at least it isn't pointy like the Islamic Crescent...ouch!
As far as this Donato's logo goes... I heard that they tested many logo concepts on monkeys by rubbing them on their eyes to see if they would sting or cause lesions. If it did they would use it for cosmetics and if it didn't they would use it for pizza. .... then they showed finalist designs with font variations to Britney Spears to see which one would make her a better Mom. Hey,speaking of Mom's, lets start a blog where we comment on what people name their kids. That would be constructive and educational too.
XPADREX’s comment is:
As an Ohio resident, I too am familliar with Donatos. Traditionally, it has been marketed as a high-end pizza, decidedly different from say Pizza Hut or Domino's fast-food-cheap kind of pizza. The old log had that "old world kitchen" touch of class that let you know you weren't paying "5-5-5" for their pizza.
This new logo? Utterly unmemorable, and the font screams "eat our pizza with chopsticks". It also somehow cheapens Donatos, and therefore makes any sane person question why they are paying so much for their pizza.
Throughout this site, there is mention of the "hip" trend- and I'm glad there is. Swoops, "Xtreme" italicization, and a general neutering of brands doesn't do much to secure a foothold as something special in the minds of consumers. This logo: FAIL.
On Apr.09.2008 at 01:12 PM
Ed Bialon’s comment is:
I have only good comments in regards to the whole Donatos organization. I take my hat off to our local Donatos in Somerset, KY owned by Mr. Chuck Coldiron along with CEO Mr. Jim Grote and President Ms Jane Abell. These individuals made possible a complete Pizza Party for our whole congregation at the Cumberland Church of Christ in Somerset, KY. Jim and Jane drove some 200 miles to be with us. They were very kind and gracious toward us and I thank them. Give the new logo time...it will catch on. Who thought a check mark (Nike) would have caught on like it did? Have a Great and Godly day. Ed Bialon
On Jul.19.2008 at 10:16 AM
Harry’s comment is:
I live in Columbus and I've eaten Donatos all my life. Their pizza is really good and isn't soggy or cheap as others have described it at all.
I remember when the Krispy Kreme Donuts went out of business and sat idle for a few months. There was a lot of construction, then finally they put up the Donatos sign. I was confused at first and didn't know whether it was actually a Donatos, but after going inside, the restaurant's interior was quite nice.
The Donatos near my house recently was renovated and looks great as well. Before, the restaurant was very gloomy and outdated looking. (Sort of like a cave) The new restaurant looks fresh and feels fresher and revitalized.
AND: For those complaining about the typeface of "Donatos"... If you look closely at the new "D", you'll see a new stylized version of the old one.
I was wary at first, but I'm beginning to like the new design.
On Jan.18.2009 at 08:27 PM
Mike’s comment is:
I live in Columbus, home of Donato's. Their pizza..it's ok. Native Ohioans love it but I am from the east coast and to me, I like large triangular fold-over slices. But it's cool, for Columbus to have it's own pizza thing going on. I like the older logo much better to be honest, and some of the older locations have cool neon signage of the oldest logo. I am not a fan overall of 21st century quick-serve restaurant design (such as Donato's, Chipotle, etc). Makes me feel like I am eating in a prison, a warehouse, or a military barracks. In any case, the logo doesn't make the pizza any better, or less expensive (for what you get, and how thin their regular crust is, you pay a LOT for Donato's compared to other brands..even Columbus has holes in the wall with better pizza and better value..some similar to Donato's in style), and does not convey anything other than "anything over 10 years old is outdated and we must compete with Pizza Hut and Papa Johns".
On Apr.08.2009 at 03:39 PM
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