Dunkin' Donuts has unveiled a new branding, dropping "Donuts" from its name, effective January 2019. The move comes as the company plans to position itself as a “premier beverage-led, on-the-go brand”.
According to the company, the brand had been on a “first-name basis” with fans before the introduction of its “America Runs on Dunkin’,” tagline, with customers referring to the brand as “Dunkin’”. As such, the name change was done “in recognition of this relationship”.
Although the word “Donuts” will no longer appear in the logo or branding, the franchise said that donuts will remain a significant focus for the brand. According to Dunkin’ Brands’ CEO and Dunkin’ US President David Hoffmann, the new branding is one of the many things the franchise aims to do as part of its blueprint for growth to modernise the Dunkin’ experience for its customers.
Tony Weisman, chief marketing officer, Dunkin’ US said that by simplifying and modernising its name, while still paying homage to its heritage, the company has the opportunity to create a new energy for Dunkin’, both in and outside its stores.
“We are bringing the iconic name Dunkin’ to the forefront in a bold way that brings to life how we refill optimism with each cup and bring fun, joy and delight to our customers each and every day," he added.
It’s official: We’re going by Dunkin’ now. ? After 68 years of America running on Dunkin’, we're moving to a first-name basis. ? Excited to be #BFFstatus with you all ?☕? #firstnamebasis #besties pic.twitter.com/hmzd2Bamlm
— Dunkin' (@dunkindonuts) September 25, 2018
Global brand design agency Jones Knowles Ritchie (JKR), which partnered with Dunkin' in July, will be working with BBDO New York and Arc Worldwide on the brand’s new messaging. The new logo will appear on the brand’s packaging, advertising, website and social channels. Dunkin' confirmed that it will retain the pink and orange colours, as well as its original font. The new logo will also roll out on all new and remodelled stores in the US and internationally.
"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. We believe our efforts to transform Dunkin’, while still embracing our incredible heritage, will keep our brand relevant for generations to come," Hoffmann added.