We really do love when brands gets involved with upcycling. That’s why we are so excited to talk about the Domino’s second hand logos project. This is an awesome upcycling campaign from Domino’s Pizza. Here’s what happened: when Domino’s Pizza set out to do a brand refresh, their ad agency questioned what to do with their old signage and store materials. This resulting answer is a project called Second Hand Logos, where 10 artists set out to create artwork utilizing old Domino’s Pizza brand assets.

The one-of-a-kind artwork shown above was created by INDO, a Chigaco-based design team. It was hand-crafted out of unused, previously branded Domino’s Pizza boxes that otherwise would have gone to waste.

Here’s a video showing the behind the scenes creation process. It really gives a good indiciation of the amount of time that went into creating this piece.

We think the Domino’s Second Hand Logo campaign is an awesome initiative on the part of Domino’s ad agency, CP+B. It makes us wonder what happened to logo assets from other companies that have previously rebranded. Likely they ended up in the bin. Therefore we think this would be a fantastic concept to be adopted as the standard for brand refreshes going forward.

We especially enjoy the fact that many of the works created are functional. Amongst the gorgeous wall art there are tables, tote bags, notebooks and even ruffled scarves. These are being sold as part of the Domino’s Second Hand Logo campaign, and proceeds going directly to the artists who created them.

Interestingly, the campaign website currently redirects to a Pinterest page, which offers more information on the artists, process and ongoing projects.

Here are some more creations from the Domino’s Second Hand Logos campaign:

Check out the Domino’s Second Hand Logos project here: www.secondhandlogos.com