A really interesting script logo caught my eye at my local Dunkin Donuts the other morning. I soon discovered it was part of their 60th anniversary campaign, which included several other heritage marks. I was intrigued by this as a design problem and dove right in.
I worked in two phases. First for the 60th Anniversary year and then coming out of that into an evolved Dunkin Donuts brand. Overall my approach was to maintain the the things that have made the brand so iconic. The colors and the font remain, but are applied in new ways. I maintained the lightness and simplicity of the brand to allow it to continue to stand in contrast to it's serious and uber-hip competition. It needed to be approachable, smart and above all, appropriate. This is my take on a real world design approach.
PHASE 1 / 60TH ANNIVERSARY: The approach here was to bring in the heritage by reviving and streamlining their original mascot and to utilize the typography from their original logo. The new "Dunkie" is the centerpiece along with a new 60th Anniversary mark. Other items were created to emphasize Dunkin's longevity and history in a fresh way.
Decade specific apparel / 50's, 60's, 70's, 80's
PHASE 2 / BRAND EVOLUTION: For phase 2 I just wanted to give a taste of where the brand could go. Coming out of the 60th Anniversary year, it would be a great opportunity for Dunkin to create a fresh set of materials. Dunkie would still be around, but both he and the original script logo would be used more sparingly. Adding the coffee cup to their identity, really helped them battle the big coffee players in the market, but at this point, I think they've staked that claim. So I propose returning to the clean word mark, and creating a flexible system of textures and logo variations.
These are my thoughts and explorations and are in no way endorsed by Dunkin Donuts. The Dunkin Donuts brand is copyrighted, trademarked and owned by DD IP Holder LLC.
All of these designs, ideas and concepts are the the intellectual property of Matt Stevens.Enjoy them, post them, love them. A credit and/or link would be appreciated. Thanks.
After I created an earlier version of this rebrand and posted it, I shared it with brand blogger extraordinaire, Armin Vit over at Brand New. He thought it would be a good project to use for his April Fool's post, so I temporarily pulled this entry down to minimize traffic. He used some of my work, along with solid research and imagination to create a really convincing post. At Armin's request, I also created a fake mascot redesign post to provide some further back story. It was a pleasure to be involved and to see this work I did for fun, get a second life. For all the kind words over there, I appreciate it. And for all the solid critique, that's pretty cool too.
Designer, blogger, music afficianado and all around cool guy Michael Eades over at yewknee did nice post about April Fools, and this project was included.