Dunkin Donuts mascot redesign
Wednesday, March 24, 2010 at 12:17PM 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
Matt Stevens
This was created to support an April Fool's post over at Brand New, which was inspired by the Design Exercise I did rebranding Dunkin. Confusing I know, but the main thing is...this isn't real. It was all in fun.
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!
Wow, Matt, congratulations on the fantastic work. Really a great update.
I think the bow-tie should go over the "body" donut, perhaps explore the workmark for the mascot and that would be about it.
Ok, I totally searched out this post yesterday and was convinced the Dunkin' Donuts redesign was real. Well played.
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.
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?