Dunkin’ Donuts Introduces New, “Donuts”-free Brand

Dunkin’ Donuts unveiled its new branding at its Global Franchisee Convention that officially recognizes its name as simply “Dunkin”, which becomes official from January 2019. Although the word “donuts” will no longer appear in the logo or branding, donuts will remain a significant focus for the brand, the company gives assurance.

The new branding conveys the company’s focus on serving coffee fast, while embracing Dunkin’s heritage by retaining its familiar pink and orange colors and the 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.

According to Dunkin’ Brands’ CEO and Dunkin’ U.S. president David Hoffmann: “Our new branding is one of many things we are doing as part of our blueprint for growth to modernize the Dunkin’ experience for our customers. From our next generation restaurants, to our menu innovation, on-the-go ordering and value offerings, all delivered at the speed of Dunkin’, we are working to provide our guests with great beverages, delicious food and unparalleled convenience. We believe our efforts to transform Dunkin’, while still embracing our incredible heritage, will keep our brand relevant for generations to come.”

“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. 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,” said Tony Weisman, chief marketing officer, Dunkin’ U.S.  

The new branding was developed in partnership with new creative and branding agencies Jones Knowles Ritchie (JKR), BBDO New York and Arc Worldwide. 

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