Dunkin’ Donuts has unveiled the new branding that is set to drop “Donuts” from its longstanding name. 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. The change will officially take place in January 2019.
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 the 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.
“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,” explains Dunkin’ Brands’ CEO and Dunkin’ U.S. President David Hoffmann in a statement. “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,” said Tony Weisman, Chief Marketing Officer, Dunkin’ U.S. “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, developed in partnership with new creative and branding agencies Jones Knowles Ritchie (JKR), BBDO New York and Arc Worldwide, is one part of Dunkin’s multi-faceted blueprint for growth, a plan designed to transform the company into the premier beverage-led, on-the-go brand.
Recent initiatives have included a simplified menu, a greater emphasis on beverages like Cold Brew Coffee, Nitro Coffee and Iced Teas, the introduction of unique products like Donut Fries, an increasing emphasis on On-the-Go Mobile Ordering, and most importantly, the introduction of Dunkin’s next-generation design concept.
Specifically designed to meet the needs and demands of today’s on-the-go consumer, the next generation store design offers new and innovative elements to make running on Dunkin’ faster and more convenient than ever before. The key in-store elements include an eight-headed tap system for cold beverages encouraging crew members to serve guests like bartenders, a glass bakery case putting donuts in the forefront within arm’s reach of guests, and more prominent and engaging mobile-order pick up areas, as well as the first-ever mobile order drive-thru lane to allow mobile users to speed past the line.
Starting January 2019 all ads, packages, signage, and social media accounts will be using the Dunkin’ name. The move comes as the chain kicks off its plan to open 1,000 new US stores by the end of 2020, in a push to modernize its customer experience.