Domino's Pizza appropriates its logo to make braille simpler to read

Although their meaning is not always clear, logos enable each brand to have its unique identity and to immediately distinguish itself in a world full of visual stimuli. Some logos, however, like the one for Domino's Pizza, which can resemble the Braille code's dot pattern, can actually function as inclusion vectors.

In response to the similarities they saw between the visual identity of the sign and the tactile writing method used by the blind, students from the Ecuadorian advertising school The Pub School developed the "Blind Code" campaign in honor of World Braille Day, which is observed on January 4.

Then, in order to make the restaurant chain's first Braille menu accessible to those who are blind, they appropriated its domino-shaped trademark.

They went over all of the brand's media again, starting with the pizza boxes and menus that listed the available pies' names, ingredients, and promotional offers in Braille. But they didn't stop there; braille words were also added to the menus, specials, and deals of rival fast-food restaurants including McDonald's, Burger King, and KFC.