Baskin-Robbins' New Logo Features A Big Change

We all scream for ice cream! And every once in a while, giving a new flavor a whirl can be fun and exciting. Baskin-Robbins has been an ice cream industry icon since its founding in 1945 by Glendale, California brothers-in-law Irv Robbins and Burt Baskin, per the company's website. Over the years, the famous frozen treats chain has spread sweetness all around the globe, even inventing legendary scoop flavors such as Pralines 'N Cream and creating special recipes dedicated to former U.S. Presidents.

If you've ever stepped foot inside a Baskin-Robbins, you've probably noticed a few key elements in addition to the pleasantly sweet aromas and the tubs filled with an array of delicious flavors. For one, splashes of bright pink can be found on signage, packaging, and of course, the spoons used to indulge in cones, sundaes, shakes, cakes, pies, and more. This tasty, nostalgia-inducing shade of pink has been rooted in the Baskin-Robbins identity for decades, typically alongside a contrasting royal blue. However, the beloved brand recently underwent a makeover and announced its new look on its social media channels. 

The latest design update includes a fresh logo, a quirky catchphrase, and a color that is making a meaningful comeback.

The new Baskin-Robbins branding features the color brown

Many of the world's most well-known brands have altered their outer appearances throughout their histories to keep up with modern marketing and advertising trends and to align with the day's art movements. On April 11, 2022, Baskin-Robbins shared its first rebrand in 20 years, according to The Drum, which was kicked off through an ad campaign crafted to inspire consumers to celebrate and appreciate the little moments in life. One of the biggest changes can be seen in the logo — which swapped the longstanding blue for a rich chocolate brown. The symbolic "31" is still embedded within the "BR," which is now displayed in a bolder, rounder, less whimsical typeface.

Aside from the revived pink-and-brown palette, the brand also revealed a new slogan: "Seize the Yay!" — which is a play on words of the famously empowering motto uttered by the Roman poet Horace. Ice cream lovers can also enjoy three pristine, tasty flavors: Totally Unwrapped (peanut butter and chocolate ice creams with fudge covered pretzels and peanuts and salted caramel), Ube Coconut Swirl, and Non-Dairy Mint Chocochunk. "Our new look and manifesto recognize the extraordinary role ice cream has played in our customers' lives, along with our continued commitment to innovation and creating someone's next favorite flavor," Jerid Grandinetti, Vice President of Marketing and Culinary at Baskin-Robbins said in a press release.