Velocitize your web marketing

Clever New Baskin Robbins Logo

I noticed the other day that Baskin Robins changed their logo. Here’s the old logo:

Baskin Robbins Old Logo

Here’s the new one:

Baskin Robbins New Logo

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?


Buy The Best Damn Web Marketing Checklist, Period! and download the cheat sheet.

Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm who's pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his bride enjoy and his children. Read Stoney's full bio.

Follow Stoney:

Twitter LinkedIn Google+ 

[shareaholic app="recommendations" id="444978"]

10 Responses to Clever New Baskin Robbins Logo

  1. 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.

  2. I 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.

  3. Good 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.

  4. I find the new Baskin Robbins logo refreshing and fun as compared to the prior logo which frankly I find humdrum and boring.

  5. Yeah, 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.

  6. I 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.
    My 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.

  7. Okay–I’m not a marketing person so to speak, I am a publisher at a very small newspaper and a big consumer of ice cream. We recently had a Baskin Robbins open up in a new shopping center in a large city close to us (about 25 miles). I haven’t seen a Baskin Robbins in a good 15 years, but I immediately recognized the store as a Baskin Robbins with the new logo and thought it was very fresh and updated. It made me want to go right in and have a Rocky Road — but I had to wait for a couple of months for the store to actually open. As a consumer — I love the look of the new logo and the store.

  8. Yeah, 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.

Share this










Submit
Share this










Submit