Pizza delivery chain drops pizza from logo to reflect its growing recognition among consumers.

The updated logo keeps the brand’s iconic red and blue colours in a domino shape with the company name removed.

Simon Wallis, sales and marketing director at Domino’s UK, says the logo “proclaims that Domino’s is comfortable in its own skin and doesn’t need to tell anyone that it sells pizza”.

He adds: “The brand is now one of the most easily recognisable symbols in the country. The name Domino’s is synonymous when referring to pizza delivery and this is a reflection of how far the Domino’s brand has come.”

Store layouts, in-store promotions and menus are also being changed with the brand opting for a more 50s Americanised look that accentuates its beginnings as a small pizza store. The remodelled store design aim to bring more visibility to the pizza making process along with providing an expanded customer area.

The overhaul is part of a global refresh of the brand, which first began in the US last October, and is now being rolled out across the UK franchise’s 805 stores.

It marks the first major update to the brand in 15 years as the company steps up efforts to capitalise on growing sales. Sales increased 12.8 per cent to £598.6m in 2012.

The move comes as rival Pizza Hut readies a £20m push to increase its share of the pizza delivery market. The chain, unlike Domino’s, is not known for being a delivery business but is looking to change this by investing in digital channels such as mobile to boost online sales.

Domino’s is working with integrated agency Iris Worldwide on the UK update.