International ice-cream purveyor Baskin-Robbins came about in 1945 and now has thousands of locations throughout the United States and over 40 other countries. Known for its “31 flavors” tagline, the number of varieties the brand has concocted over the years is a little closer to 1,300 than 31. But who’s counting?

But, even with that kind of history, you eventually need to shake things up. Baskin-Robbins’ branding and visual identity play with elements commonly associated with ice cream-related brands, but it was time for the bright and childlike blue and pink wordmark to finally get refreshed. Of course, Debbie Millman of the podcast Design Matters and her 0/10 rating of the logo might have also given them an extra push.