Baskin Robbins is a chain of cafeteria shops specializing in ice cream and cakes. Bert Baskin and Irv Robbins founded it. It is currently a franchise owned by Dunkin’ Brands, with headquarters in Canton, Massachusetts.
Meaning and History
The creation of the brand dates back to 1945 when Burt Baskin opened his ice cream shop in Glendale, California. A year later, his brother-in-law Irv Robbins opened his cafe, but in a different place – in Pasadena. In the 1948th, they became business partners, joining forces. Despite close cooperation, each of them worked for several years under their brand, until they were advised to form a common team and take one name for two.
This significant event took place in 1953. Then the entrepreneurs founded a single brand and chose the current name, formed from the merger of two names – Baskin and Robbins. This recommendation was given to them by the local advertising agency Carson-Roberts. It developed for them the slogan “31 Taste” and presented the very first logo.
1947 – 1991
The debut version was immediately built on the motto that promised a unique ice cream every day. Since “31 Taste” was a unique motto and a tempting offer, the creators of the brand naturally decided to make it the basis of the trademark by placing stylized numbers on the company logo. As a result, the first logo looked like the number “31” with dark shadows. It was in a pink circle, and below it was supplemented by the inscription “Baskin-Robbins ice cream.”
There was another version in the form of small pink-brown peas that surrounded “31”. It was then that the iconic pink spoons were introduced, which allowed customers to try any ice cream for free before the final choice.
1991 – 2006
With the millennium’s approach, the company’s management thought about transforming the old logo to modernize it. Designers used the number “31” as the basis. They placed it in the center – between the words “Baskin” (left) and “Robbins” (right). The solid circle was removed, replacing it with a half ring. The figures are depicted slightly sloping, stretching the bottom of the triple.
2006 – 2020
The new logo has become part of the rebranding of the company. And although there were already more than a thousand flavors of the original ice cream by this time, the administration decided to leave the number “31”. She preserved it as a cult brand identity and a legendary mark that marked the beginning of great success.
The numbers are still in the center, but separately: the triple and the unit are uniquely encrypted in the first letters of the founders’ names. Now “3” is the right side of “B,” and “1” is the long left leg of “R.” To make this more visible, the developers highlighted them with color. Under them were the full names of the founders of the company, made by “jumping” letters in lower case.
The last version of the logo was the most winning; therefore, on its basis, we developed a complete package of corporate symbols, presenting it in a variety of options. So, there are versions for stamps, signs, labels, trademarks. They are based on a combination of capital letters “BR”, the number “31” and the expanded name of the network.
The updated 2006 Baskin Robbins logo uses a commercial font resembling Variex Regular. Playful, lowercase zigzag letters support a fun mood with sweets and delicious ice cream.
From the very beginning (since 1953), the predominant shade of the emblem was pink-lollipop. It merged with the visual identity of the brand and became its integral part. After the emblem redesign in 1991, blue was added to it, aged in the same pastel spectrum.
2020 – present
On the one hand, the logo of the coffee houses remained the same, but on the other, it was corrected, which is almost invisible. This is due to the delicate intervention in the emblem so as not to disturb its good structure because the combination of the central letters “BR” perfectly conveys the number “31”. Therefore, everything is left as it is. Small changes have affected the font (the words have become a little more wavy) and the color of the inscription (pink is transferred to a light scale and looks cleaner).
Font and Color of the Emblem
The wavy text style is retained. The designers added a curved shape to the bouncing letters, so the inscription “BASKIN ROBBINS” came out dynamic. The color palette is shifted to the light spectrum: pink has become brighter by literally a couple of tones.