Dunkin’ Donuts wants you to know they sell more than just donuts. The coffee and baked goods chain tried to remedy this in early 2000, when they added a coffee cup icon to the logo. And last week, they took an even more drastic step, unveiling updated branding and a new name: Dunkin’. That’s right—just Dunkin’.
While the chain will still sell donuts, this change is a nod to their growing beverage sales, which account for about 60% of their business.
“By simplifying and modernizing our name, while still paying homage to our heritage, we have an opportunity to create an incredible new energy for Dunkin’, both in and outside our stores,” said Tony Weisman, Chief Marketing Officer, Dunkin’ US, in a press release. “We are bringing the iconic name Dunkin’ to the forefront in a bold way that brings to life how we refill optimism with each cup and bring fun, joy, and delight to our customers each and every day.”
The new branding will officially roll out in January 2019 and was developed in partnership with branding agencies Jones Knowles Ritchie (part of the InVision community!), BBDO New York, and Arc Worldwide. The biggest update to the branding is making the apostrophe pink in the logo to keep with the well-known color palette. It still retains its bold, blocked font.
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“Retaining the familiar pink and orange colors and iconic font that were introduced in 1973, the new branding will appear on packaging, as well as the company’s advertising, website, and social channels.”
“Retaining the familiar pink and orange colors and iconic font that were introduced in 1973, the new branding will appear on packaging, as well as the company’s advertising, website, and social channels. The new Dunkin’ logo will also be featured on exterior and interior signage on all new and remodeled locations in the US and, eventually, internationally,” said Jones Knowles Ritchie in an article on Under Consideration.
While the updated branding has been embraced, the most loyal Dunkin’ fans are still coping with the name change:
I'm from New England & I don't think they should be able to do this without putting it on the ballot. https://t.co/vEXpWTAGog
— Elizabeth McCracken (@elizmccracken) September 25, 2018
What is it exactly that one is Dunkin’, if not a Donut? https://t.co/47PNgBl8Hf
— Guy Adami (@GuyAdami) September 25, 2018
— First We Feast (@firstwefeast) September 25, 2018
Change is hard, but donut fans need not worry.
“Although the word ‘donuts’ will no longer appear in the logo or branding, donuts will remain a significant focus for the brand,” wrote the company in a press release.
Phew—just in time for Halloween-themed treats!
What do you think of Dunkin’s redesign?
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Emily has written for some of the top tech companies, covering everything from creative copywriting to UX design. When she’s not writing, she’s traveling the world (next stop: Japan!), brewing kombucha, and biking through the Pacific Northwest.