DUNKIN' new Identity
Established in 1950 with a single store in Quincy, MA, Dunkin’ Donuts is the world’s biggest baked goods and coffee chain with more than 11,300 restaurants worldwide — 8,500-plus in the U.S., 3,200-plus across 36 countries. This week, the company announced it would be changing its name to Dunkin’, dropping the Donuts part. For the record, it will still sell donuts. A new identity has been designed by Jones Knowles Ritchie, as part of Dunkin’s new agency appointments along with BBDO New York and Arc Worldwide.
“The new branding conveys the company’s focus on serving great coffee fast, while embracing Dunkin’s heritage by retaining its familiar pink and orange colors and iconic font, introduced in 1973. Beginning the first of the year, the new branding will appear on packaging, as well as the company’s advertising, website and social channels. Going forward, the new “Dunkin’” logo will also be featured on exterior and interior signage on all new and remodeled stores in the U.S. and, eventually, internationally. The brand tested the new logo extensively, including on exterior signage at Dunkin’ locations featuring its next generation design concept over the past year.”
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