Crumbl Cookies Logo
The Crumbl Cookies logo evokes thoughts of warm cookies and instant gratification. It all started with the search for the perfect recipe to give taste and an unforgettable experience. Experimenting with ingredients and updating the menu weekly turned each week into a small feast of taste.
Crumbl Cookies was founded in Logan, Utah, in September 2017 by cousins Jason McGowan and Sawyer Hemsley. McGowan invested about $68,000, while Hemsley handled much of the early marketing. The founders refined their recipe by asking strangers in parking lots and near gas stations to compare samples. A milk chocolate chip cookie won those tests and became the first core product. Open kitchens and pink boxes were introduced during the early stage.
Franchising began in 2018, when Hemsley’s parents opened a store in Bountiful, Utah. That year, Crumbl adopted a rotating weekly menu with four to six flavors, turning new releases into a recurring event. The network expanded to 16 stores by the end of 2018 and 55 by the end of 2019. A mobile app later supported ordering and delivery.
Growth accelerated in 2021 and 2022 as tasting and unboxing videos spread across TikTok. Sunday menu announcements generated regular attention, and the company’s account passed 10 million followers. By 2021, Crumbl operated 326 stores and reported $47 million in revenue. In 2022, systemwide franchise sales exceeded $1 billion, while total cookie sales passed 300 million.
In May 2022, Crumbl sued Crave Cookies and Dirty Dough for allegedly copying and misusing confidential information. Warner Music Group later filed a separate lawsuit concerning music used in social media promotion. By the end of 2024, Crumbl had more than 1,059 locations in the United States and Canada and had developed over 800 recipes.
Meaning and History
What is Crumbl Cookies?
This is a chain of bakeries known for fresh and unusual cookies. Every week, new flavors appear on the menu, from classic chocolate to original combinations like caramel pecan or blueberry cheesecake. Customers can watch the baking process; the branded pink packaging makes each purchase remarkable. The rapid development of the network is associated with an original approach to the assortment and active customer engagement through social networks.
2017 – 2018
The brand was created by two cousins, Sawyer Hemsley and Jason McGowan, who set out on a simple mission: baking delicious cookies with new flavors every week. Since then, a small idea has grown into a large bakery chain, where every cookie is as appetizing and fresh as the one in this logo.
Crumbl chose to represent their work as straightforwardly as possible: they simply drew a cookie and wrote the brand name. The symbol looks like a classic homemade cookie with an unusual edge, as if someone has already taken a bite. It gives off a natural, informal, and homey feel.
The black dots on the cookies represent chocolate chips, a common ingredient in fresh-baked treats. Their varying sizes make the design more dynamic and resemble the real texture of baked goods.
The text below is neat and simple. The lowercase letters are smooth and rounded, standing evenly next to each other, with no extra decorative details. The brand name is intentionally written in all lowercase, making it look calm and unpretentious.
2018 – today
For this version, Crumbl decided to experiment slightly by combining a baker’s image with a cookie. A simple symbol appeared on the left: a stylized figure of a chef wearing a hat that smoothly transitions into a cookie, with a bite still taken out. The cookie is marked with small dots resembling chocolate chips.
The baker looks straight ahead with dot-like eyes, and a wide, curved smile lends the symbol a friendly, welcoming feel. The lines are minimalist, clean, and precise, without any extra details.
To the right is the text: the brand name in large, bold letters, all in lowercase. The font is soft and rounded, almost like the letters were “baked” from dough. Below it, the second word, “cookies,” appears in a thinner, simpler font, resembling a casual signature.
2020 – today
Crumbl decided to refine the symbol by adding a bold, contrasting background. The baker’s image, with the unique hat and a cookie with a bitten edge, was placed inside a solid black circle. This design choice makes all the lines and details stand out more clearly.
The smile, dot-like eyes, and cookie with small, round fragments remain clean and easily recognizable. The symbol remained the same shape, with no complex changes or modifications.
The cookie and friendly baker continue to represent the company’s core idea: delicious, fresh-baked treats and desserts accessible to everyone. Minimalism and simplicity remain key elements of the brand’s style.
2023 – today
This version of Crumbl Cookies’ logo has been reduced to the absolute minimum, leaving only one word: “crumbl.” No extra symbols, bakers, or cookies. The name is written in a smooth, rounded font that resembles melting ice cream or soft-baked pastries, the essence of the company’s specialty. The thick, rounded letters without sharp edges give a soft impression, much like the feel of freshly baked cookies.
