Corporate Branding Archives : The Research & Writings of ALISON D. GILBERT

Just Call Us Dunkin’®

Back in 2011 when I wrote a blog post about Dunkin’ Donuts entitled, Design by Dunkin’, little did I know how prescient that title would be. Back in September of this year, Tony Weisman, Chief Marketing Officer, Dunkin’ U.S. announced, “We’re Changing Our Name to Dunkin’”.

The New Dunkin’ Logo

From ‘Branding, Part One: Design by Dunkin’’

This short video tour of my local Dunkin’ Donuts store illustrates the excellence of the use of the Dunkin’ Donuts brand. Notice all the visual information that reinforces their brand and their message, America Runs on Dunkin’. Watch this short video to see how well my local Dunkin’ Donuts illustrates the brand and their message, ‘America Runs On Dunkin’®.

The blog post I originally wrote was very positive about their branding. I loved it. In fact, I also made a video to illustrate my passion for their brand. Their recently announced re-branding program is very exciting for me. I can hardly wait to see what it includes. They’ve done such a good job in the past. My curiosity is peaked to see what they will come up with now.

rebranding Dunkin' Donuts — Business Insider Visits the New Dunkin’ in NYC. This is what they find. There are iced drinks on tap.

The Dunkin’ Rebrand

I’ve already seen a few hints of what the visuals are going to look like. They are very creative. The lively color scheme of bright orange and hot pink will stay. Their official tagline will also remain the same, ‘America Runs on Dunkin’. Here are some examples of their new graphics from their Blog Post, What’s New, September 25, 2018, A Letter from Dunkin’ CMO Tony Weisman: We’re Changing Our Name to Dunkin’ By Tony Weisman, Chief Marketing Officer, Dunkin’ U.S.

Post It On The Building Walls

Here are some building wall visuals I came across in researching this exciting transformation. They are from The News Releases Section of their Website, What’s New, September 25, 2018
Welcome to Dunkin’: Dunkin’ Donuts Reveals New Brand Identity

Print It on the Packaging

Of course all the packaging has to be updated. Here’s what it will look like.

Shout It Out on Social Media

Rebranding is a bold, expensive and risky move. Why is the company doing it? Here’s what they are saying on twitter. They seem calm, comfortable, confident and very approachable about their rebranding Dunkin Donuts to just, Dunkin’! Enough said?

Conclusion

I could not say it as well so I would like to quote from the press release of September 25, 2018 on why Dunkin’ Donuts is going Dunkin’. ‘According to Dunkin’ Brands’ CEO and Dunkin’ U.S. President David Hoffmann, “Our new branding is one of many things we are doing as part of our blueprint for growth to modernize the Dunkin’ experience for our customers. From our next generation restaurants, to our menu innovation, on-the-go ordering and value offerings, all delivered at the speed of Dunkin’, we are working to provide our guests with great beverages, delicious food and unparalleled convenience. We believe our efforts to transform Dunkin’, while still embracing our incredible heritage, will keep our brand relevant for generations to come.”

“By simplifying and modernizing our name, while still paying homage to our heritage, we have an opportunity to create an incredible new energy for Dunkin’, both in and outside our stores,” said Tony Weisman, Chief Marketing Officer, Dunkin’ U.S. “We are bringing the iconic name Dunkin’ to the forefront in a bold way that brings to life how we refill optimism with each cup and bring fun, joy and delight to our customers each and every day.”’