Clever New Baskin Robbins Logo
Hey, you're new. We like you already! You obviously have great taste! If you like what you read here you'll probably want to subscribe to our RSS feed (or the audio RSS feed). Stick around and be sure to speak up and post a comment or two!
I noticed the other day that Baskin Robins changed their logo. Here’s the old logo:
Here’s the new one:
It wasn’t until the next day after I first saw it that it dawned on me that the Pink part of the ‘BR’ forms the number “31″. As in 31 flavors.
It’s clever.
But it’s also somewhat hard on the eyes. I think it’s the contrasting colors. It almost creates a red text on a blue background effect.
Is this an example of a good concept which was not properly executed, bad concept altogether, or a perfectly executed logo? What do you think?
Like this post? Subscribe to the RSS feed and get lots more!
Leave a comment or trackback from your own site.
Tags: Business Principles
Posted in Business Principles
I don’t like the new logo. This probably came from a “design company” that charged them over $50K for this “idea”.
I caught the #31 in the new logo, but it’s too complicated. Many design firms seek the “IDEA” and when they are done, the idea might be unique BUT it also has to be simple.
I’d prefer the old logo.
February 23rd, 2007 at 8:02 amI think they should have a phased plan to switch to a logo like that. The reason being is that we’re so used to the old logo.
What I would suggest is first just changing the font of the original logo and then slowly make baby steps until you get to the final logo (which is pretty cute, I think - but they do run the risk of being too trendy with it)
OR
have some sort of promotion going along with it so that people recognize the new logo.
February 23rd, 2007 at 10:02 amI wrote about this rebranding almost a year ago… check out some of the 38 comments:
http://www.frederiksamuel.com/blog/2006/04/baskin-robbins-rebranding.html
March 7th, 2007 at 9:06 amGood ice cream is smooth, right? This is not a smooth design. I predict that this logo will be gone in a few years. This is too jagged and angular of a design.
The 31 is very clever. One could even see the left stroke of the B and R as ice cream cones, sans ice cream. But, is their target market noted for being intellectually clever?
The logo should be fun, smooth, cool and soft. I am not fond of making your name lower case either. What is it with initials? What does BR say? IBM or AT&T we undestand, but BR. You have to read past BR to find Baskin Robbins and then know what the BR means and hopefully what the store sells.
The 31 is clever and the font is playful, but these are not reasons enought to replace a brand logo that is well known.
March 14th, 2007 at 6:27 pmI find the new Baskin Robbins logo refreshing and fun as compared to the prior logo which frankly I find humdrum and boring.
September 22nd, 2007 at 8:48 pmYeah, that’s it - take a logo that is know all around the world and one that is the main branding mechanism for one of the strongest take-away ice cream companies and give it a new, sharp, difficult to decipher logo for absolutely no reason.
March 23rd, 2008 at 8:31 amI think the new logo choice was a mistake. It is jarring, irritatin and childish. I think they were trying to be “hip” or “fun” but they did not pull it off.
April 1st, 2008 at 10:05 amMy eye is not really drawn to anything specific and you hav eto really look at it to try and figure out what is going on. Sometimes this can be a good thing because once the person “gets it” then it will be embedded in their brain but this example gets more irritating with each glance.
Brian, I think “jarring” is the most correct word for it. It certainly is. As for childish… well, that is one of their target demographics!
April 1st, 2008 at 10:22 am