Company That Have Changed Its Logos over Time

            Logos are immediate brand messages that companies communicate to their consumers. They reflect a company’s personality and, when done well, make it memorable. A good design can last a long time, but if it is there for too long, the familiar loses its shine. That’s when companies take a look at why large firms alter their logos and contemplate redesigning their own. The public may be surprised by the logo change, which draws much-needed brand attention, or the transition may be modest but planned.

            Dunkin’ Donuts is one of the prominent brands that have undergone a major logo makeover. It is America’s favourite all-day, everyday coffee and baked goods destination. In 2019, Dunkin’ Brands ditched the word “donuts” from the coffee chain’s branding and logo. However, the company name Dunkin’ Brands remains the same. The rebranding is simply one more step in Dunkin’s drive to stay relevant to consumers. Similarly, the new identity is another step in the company’s transformation towards a beverage-focused, on-the-go brand. Likewise, the new logo emphasizes the company’s commitment to providing excellent coffee in a timely manner, while also embracing Dunkin’s heritage by preserving the classic pink and orange colors and font first established in 1973. The company’s logo was updated to better reflect the variety of products it offers. While the former design stated “donuts and coffee”, the current Dunkin’ logo does not specify anything, allowing for a more open interpretation. The goal of this strategy is to deconstruct the lone “doughnuts” brand identity. It also entails rebranding and repositioning as a brew-centric chain. And, there is no doubt that it will expand its menu to include teas, coffees, and quick service foods. Dunkin’s well-known catchphrase, “America runs on Dunkin” matches with the company’s new name, which replaces Dunkin’ Donuts. Dunkin’s makeover comes as the company strives to extend its and beverage offerings while also promoting the brand as a mealtime destination.

There new logo was created for two main reasons: to place a greater emphasis on drinks and to simplify the brand as a whole. Because Americans are eating healthier and coffee has a higher profit margin than donuts, Dunkin’ is focusing more on coffee. Dunkin’ Donuts’ US CMO Tony Weisman further adds that the simplicity of their new brand creates energy. Despite the name change, Dunkin’ uses the same pink and organic hues as before, as well as the famous typography, to guarantee that long-time customers know the brand. Because brands are created to connect businesses with their customers, if Dunkin’ reposition their company to target a whole different client profile – whether through product, location, price or promotion – their brand will need to adapt as well.

Branding is another key part of product strategy (Juneja, 2015). It is the process of giving a product an identity and image in order to leave an impact on the consumer’s mind. It is a lengthy process that necessitates significant financial and time commitments on the part of the firm. Creating a product’s brand identity include creating a name, symbol, and logo. The process of branding entails devising a plan to attract customers. Developing a distinct product identity and branding strategy is critical to the company’s long-term success. The attractiveness of the product and the branding strategy will influence the customer’s purchase choice.