Just Dunkin’: Dunkin’ Donuts to streamline name

The name is Dunkin’, just Dunkin’

New branding aims to emphasize ‘breadth and depth’ of chain’s offerings

If customers aren’t on a first name basis with Dunkin’ Donuts by now, the Canton, Mass-company hopes they will be soon.

“It’s time we take our relationship with our consumers to the next level,” said the company’s chief marketing officer Tony Weisman on a call discussing the plan to formally rebrand as Dunkin’.

Dunkin’, which has been promoting its abbreviated name over the past year, unveiled its new branding at their global franchisee convention. The change will officially take place in January 2019, according to a news release by the company.

As David Hoffmann, Dunkin’ Brands CEO noted in the call, the company laid the groundwork for this change over a decade ago with its “America Runs on Dunkin’ campaign.

“The simplicity of our new brand creates energy,” said Hoffmann.

The new logo will maintain the same bright orange color and familiar font. The change will be reflected on packaging, advertising, websites and social media. The new Dunkin’ logo will eventually make its way to exterior and interior signage of remodeled stores. And the new look will be part of the 1,000 net new openings the company plans in the next three years, according to Hoffmann. There is no immediate cost to franchisees, he added. 

The brand tested its new logo, including on its next-generation design concept stores, over the past year. The new branding was developed with the creative and branding agencies Jones Knowles Ritchie (JKR), BBDO New York and Arc Worldwide.

The logo represents the “breadth and depth of the company” and Dunkin’s focus on beverages and snacks, said Hoffmann. Sixty percent of the company’s sales come from beverages.

But donut fans, fear not. According to the company, “Although the word ‘donuts’ will no longer appear in the logo or branding, donuts will remain a significant focus for the brand.”

Contact Gloria Dawson at [email protected] 

Follow her on Twitter: @GloriaDawson

TAGS: Marketing News
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