Consumer Brand Logos

Baskin Robbins Logo - Design and History

Baskin-Robbins is a global chain of ice cream parlors founded by Burt Baskin and Irv Robbins in 1953, from the merging of their respective ice cream parlors, in Glendale, California. It claims to be the world's largest ice cream franchise, with more than 5,800 locations, 2,800 of which are located in the United States. The Baskin-Robbins ice cream parlors started as separate ventures from Burt Baskin and Irv Robbins, owning Burt's Ice Cream Shop and Snowbird Ice Cream respectively. Snowbird Ice Cream featured 21 flavors, a novel concept for the time. When the separate companies merged in 1953, this concept grew to 31 flavors. Baskin-Robbins is known for its "31 flavors" slogan. Starting 2006, the company went through a campaign to change its brand including redesign of its stores, its website and even its logo. The current logo is clever in that it incorporates the 31 (in pink) that represents the 31 flavors, cleverly embedding it in the B R of the logo. The font was also changed from the a regular straight font to a more zig-zag font. The pink represents the pink spoon which is given when customers ask for samples (see below for more history)

The idea for having 31 flavors came from the Carson-Roberts advertising agency (which later became Ogilvy & Mather) in 1953, along with the slogan "Count the Flavors. Where flavor counts." 31 was also more than the 28 flavors then famously offered at Howard Johnson's restaurants. Burt and Irv also believed that people should be able to sample flavors until they found one they wanted to buy - hence the iconic small pink spoon. During a now famous promotion, Amy Boggioni led a group of three who finished 31 scoops of all 31 flavors in under 31 minutes.

Baskin-Robbins sells ice cream in over 30 countries, including Canada, Japan, Mexico, Bahrain, the United Kingdom, the United Arab Emirates, Egypt, Saudi Arabia, Australia, the Philippines, Thailand, Vietnam, Indonesia, Malaysia, Bangladesh, South Korea, India, Pakistan, Panama and Taiwan.

The two logos prior to the one unveiled in 2007 are show below. Details of when theh logos changed are not known to me. In the prior logos as well, one can see the emphasis on 31 and the color pink. There are only 24 dots (not 31) in the first logo, in case you were planning to count. 

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Sources: http://en.wikipedia.org/wiki/Baskin-Robbins

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