I was surprised to see Baskin Robbins redesigning their brand as I loved the iconic blue and pink logo with the playful typography. However, I am even more adore the change that they made.
I was downhearted at first to see a distinguished thing I grew up with change. I am glad a new and amazing rebrand for them and believe it was a necessary change. Change is one of my worst fears and something to avoid but other times it is something I crave and desire. Even though they have new design does not mean that the old one is forgotten, as it will still be documented in the history of the brand. The new logo is far more sophisticated and elegant, and the infamous hidden 31 in the design refers back to its origins. The old logo was a charm but it does look outdated so a change was a necessity, and the new logo looks more modern.
I cannot express how clever the new design is when you consider all the aspects that led to this specific design. Primarily, Dunkin’ is part of Baskin Robbins’ brand, and the new design works great and more in sync with each other. Notice by the color palette and the bold and curvy font.
The agency ChangeUp was responsible for the new design, and they managed to make the design minimalistic and simpler, but still distinctive and can be traced back to its original 1947 logo. That logo was remarkable by its circus inspired typography in pink and brown, and it really does feel like they combined both old logos to come up with this new and modern design.
Due to the design’s simplicity and refined look it look beautiful in attire. So the company now is selling its brand in merchandise such as clothing and more.
Even the products are presented in new packaging and more ice cream flavors. It is even done in a smart and innovative way as the packaging when placed next to each other they can show a hidden message by playing with the design. While maintaining its formal and modern look, it is bestow playfulness and fun.
The only aspect of the identity that has changed is the visual, but the brands beliefs and objectives are still the same. Even when the brand has adopted a new tagline, it still goes with they stand for which is to appreciate every moment whether small or big. “For more than 75 years, Baskin-Robbins has been the destination for celebrating the moments that matter most. Our new look and manifesto recognize the extraordinary role ice cream has played in our customers’ lives, along with our continued commitment to innovation and creating someone’s next favorite flavor,” said Jerid Grandinetti, Vice President of Marketing and Culinary at Baskin-Robbins. “Small moments that spark joy often get taken for granted. We’re encouraging people to pause and celebrate any moment that brings happiness with Baskin-Robbins,”(Gordon, 2022). The new tagline expresses just that with “seize the yay”, it is simple and encourages people to always aim for the fantastic.
ChangeUp did such an amazing job with the new design, and they show in the video the different phases of the Baskin Robbins logos. You can see where and what is started from, and every step of the process until where it still now. It was done so perfectly it could have not been done any better.“Baskin-Robbins is one of those brands with the unique potential to transcend generations. They wanted the branding to deliver the quality and creativity they’ve always offered but weren’t getting credit for,” explained Ryan Brazelton, ChangeUp CCO. “They needed to create a visual identity system that was exciting for people who grew up with them and future audiences as well”(Sanchez, 2022). The new design seems to be catered for Gen Z and the upcoming generations appeal. “Revolutionizing the brand meant we had to take a step back to understand its founding principles and earliest expressions,” Brazelton said. “Leaning into their circus roots, the path to a younger yet more sophisticated identity became abundantly clear. With its mid-century vibes, the new identity system is fun and bold, retaining the ‘31’ built into the BR monogram. With a new iconic color palette as the foundation, every touchpoint, from digital to packaging to in-store, received a modern makeover. At the heart of the new system is the crave-able, Instaworthy photography of the ice cream. Everyone loves ice cream, and we wanted to set the stage to allow Baskin Robbins’ delicious ice cream to really pop right off the screen and page!”(Sanchez, 2022).
These are the words of the Chief Creative Officer of ChangeUp explaining the reasoning behind coming up with the design. I was fascinated by the creativity of the agency and how it states boldly in their page their endeavour, “At ChangeUp, we drive change for fast moving brands. To us it’s about creating experiences that make people feel, think, and act differently. We believe change is not a risk, it is the answer“(2022).
References
About changeup: Retail brand experience agency. ChangeUp. (2022, March 25). Retrieved May 11, 2022, from https://changeupinc.com/about/
Gordon, C. (2022, April 8). Baskin-Robbins debuts a majorly sweet brand relaunch. PRINT Magazine. Retrieved May 11, 2022, from https://www.printmag.com/branding-identity-design/baskin-robbins-debuts-a-majorly-sweet-brand-relaunch/
Sanchez, R. (2022, April 11). Baskin-Robbins unveils new logo and visual identity from Changeup. Dieline. Retrieved May 11, 2022, from https://thedieline.com/blog/2022/4/11/baskin-robbins-unveils-new-logo-and-visual-identity-from-changeup