Dunkin Donuts is rebranding to Dunkin’ – But Why?

The infamous Dunkin Donuts is dropping its last name, potentially in hopes to appeal to a younger generation. The change in name and consequent rebranding began after successful experimentation with the new name at outlets in the United States, where the company debuted the ‘Dunkin’ logo for the first time.

This step towards rebranding may come as a shock to many customers, but Dunkin’s research suggests many refer to the donut giant as ‘Dunkin’ as a nickname of sorts. However, not everything about the company is changing. Despite the change in name, Dunkin’ is keeping its original typography and color scheme.

We think this is the natural progression for Dunkin’s branding – a way to recognize the customer’s affectionate nickname and at the same time, paying homage to their brand identity.

This Article is about:
Dunkin Donuts, Print advertising, Creative Print Ads, Brand marketing, Dunkin Logo