Dunkin' Donuts Rebrands
As it positions itself as the go-to, on-the-go brand for beverages, Dunkin' Donuts will change its name to Dunkin' in January.
The parent company, Dunkin' Brands, announced the rebranding at its Global Franchisee Convention earlier this week.
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.
"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," said Dunkin' Brands' CEO and Dunkin' U.S. President David Hoffmann, "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."
Blueprint for Growth
The new branding 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, increasing emphasis on On-the-Go Mobile Ordering, and the introduction of Dunkin's next generation design concept.
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.