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Dunkin Donuts mascot redesign

About six months ago I was approached by Dunkin' Brands to explore a mascot redesign for Dunkin Donuts as part of their ongoing 60th Anniversary campaign. I'm not sure how it will end up being used, although from the amount of non-disclosure agreements I signed at the time, I think it might be part of a bigger rebrand. All's clear now, so I wanted to share some of the process.

It was a fun project and I would appreciate it if you let me know if you see it show up in stores.

Original "Dunkie"

Early thumbnails

Earlier versions


The mascot parts are based on the donut shape


New version of the wink and smile


Cleaned up script based on original mark



Reader Comments (6)

Yep. I totally love it. It looks like you had a fun time creating this one. I'd proudly wear it on a t-shirt. Please keep up the awesome work!

April 1, 2010 | Unregistered CommenterClint

Wow, Matt, congratulations on the fantastic work. Really a great update.

April 1, 2010 | Unregistered CommenterAdam

I think the bow-tie should go over the "body" donut, perhaps explore the workmark for the mascot and that would be about it.

April 1, 2010 | Unregistered CommenterAntje

Ok, I totally searched out this post yesterday and was convinced the Dunkin' Donuts redesign was real. Well played.

April 2, 2010 | Unregistered CommenterStephanie

You know what? They should hire you and actually do that. I also love all the mock stuff in the post on Brand New. If you ever do decide to sell the shirt, let me know.

April 12, 2010 | Unregistered CommenterBerthold

STELLAR work and thinking. In the "60 logo" you did, I would have encouraged you to use the donut hole for the acender to make the "6" in "60". Also ironically, just yesterday I saw what appears to be your type solution on a bag my donut was in. Did you end up doing this or has someone lifted your thinking?

June 5, 2010 | Unregistered Commenterstudiosmith

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