Graeter’s, a family-owned ice cream company with a history spanning more than a century and a half, has decided to refresh its image. This month, the well-known Cincinnati brand unveiled a new logo and packaging. The typographic foundation has been preserved, while a new crown symbol has been added to the system, referencing the home city’s nickname, “Queen City.”
The new emblem, created by the studio Dewhaus, conveys Graeter’s status as a brand associated with high quality and respect for its past. The former mark, with its abundance of shadows, decorative flourishes, and outdated oval, gave way to a more restrained, elegant version. The brand name now appears more solid and calm, without visual noise. The refinement of individual letters deserves separate attention. The letter G became shorter and more natural in proportion; the t fits neatly into the overall rhythm of the word; and the r gained softer, cleaner shapes.
The color foundation has also changed. Instead of brown, the brand returned to its historic burgundy, used earlier in the company’s existence and associated with Graeter’s high quality and sense of luxury. The burgundy tone complements the dense texture of the ice cream, made using a rare method in which the pots rotate. Each batch yields only about 2.5 gallons of product, which affects flavor richness and adds value for devoted brand fans.
The crown above the logo deserves special mention, with an ice cream cone inside. At first, the image may seem unexpected, but the cone ultimately brings a smile and reinforces the brand’s atmosphere of pleasure and joy. The mark appeared in several variations, from the full version to a single capital G, which looks especially striking alongside dessert photographs.
The color system supports the brand’s premium positioning. It is built around two shades of burgundy and gold, complemented by accents such as a black raspberry tone with a slight purple cast. The typography also merits attention. Matria Condensed raises questions due to its high density, but when paired with the Klub family, which offers a wide range of weights, the system appears balanced.
The refreshed visual identity emphasizes Graeter’s connection to its family history. The illustration of founder Regina Graeter stands slightly apart from the overall visual logic, yet it recalls her role in shaping the brand. In its new image, the company appears composed and mature, showing readiness to continue making ice cream with the same passion and attention to flavor that turned the name Graeter’s into an icon.
