Baskin-Robbins has spent decades making sure you, the consumer, know exactly how many flavors of ice cream it has on offer; and now, the 75-year-old brand finally has a logo that reflects its stores’ full variety.
Today, the ice cream chain—which, as of last week, falls under the Inspire Brands umbrella—unveiled a refreshed, integrated visual identity from creative shop Jones Knowles Ritchie that includes an overhaul of its kooky signature font and an update to its well-known “31” logo, which is no longer just pink and blue.
“We started with this idea of variety, which is informed by a lot of our research. We came across this world of flavor,” says James Taylor, the creative director at JKR who has been heading up the Baskin-Robbins redesign since its inception in December 2018.
Historically, BR was accustomed to “branding at the speed of culture,” Taylor says, releasing fun, timely flavors for special occasions, such as the Beatles’ arrival in the United States and the Apollo 11 moon landing. “That was something that was totally missing in the brand today. It got bigger, and it got more formulaic.”
Utilized as a “canvas for flavor expression” by JKR, which also had a hand in former parent brand Dunkin’s 2017 redesign, Taylor turned BR’s not-so-hidden “31” logo into a series of as many mini-identities. Once exclusively pink, the inset number now evokes a range of flavors from strawberry to mint chip to Jamoca Almond Fudge, “adding a layer of personality” to the ice cream brand’s symbol, the agency says.