I found it laughable when Domino’s Pizza started referring to itself as a tech company. I suppose the app is fine—customers genuinely want to know if their pizza is in the oven or on the way (not to mention automated phone orders), but no one really wants to be run over by a driverless vehicle, which is perhaps why the king of pizza delivery backed off on sedning Michael-less Knight Riders to your front door (well, that and the necessity of double parking).

Now, the pizza maker wants to get back to its roots and has just unveiled its first brand refresh in 13 years. Delivered courtesy of Boulder’s Work In Progress, the new look is said to have taken inspiration from the past and present and showcased via a more contemporary identity.