Comments on: Clever New Baskin Robbins Logo

By: Stoney deGeyter

Stoney deGeyter — Tue, 01 Apr 2008 18:22:31 +0000

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!

By: Brian Maston

Brian Maston — Tue, 01 Apr 2008 18:05:59 +0000

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.

By: Carol

Carol — Sun, 23 Mar 2008 16:31:22 +0000

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.

By: James L. Ryan

James L. Ryan — Sun, 23 Sep 2007 04:48:38 +0000

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

By: Jim

Jim — Thu, 15 Mar 2007 02:27:51 +0000

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.

By: Freddy

Freddy — Wed, 07 Mar 2007 17:06:53 +0000

I 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

By: Nathania Johnson

Nathania Johnson — Fri, 23 Feb 2007 18:02:56 +0000

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)

have some sort of promotion going along with it so that people recognize the new logo.

By: Igor M. (BizMord Marketing Blog)

Igor M. (BizMord Marketing Blog) — Fri, 23 Feb 2007 16:02:24 +0000

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.