Baskin-Robbins has had a bit of an identity crisis the last few years. They’re still all about the ice cream they scoop up, ice cream cakes, sundaes, and shakes, but Baskin Robbinsâ logo and branding havenât delighted as much as its sweet, frozen treats. At the end of 2020, Baskin-Robbins introduced a new visual identity, replacing its maligned logo with a JKR-designed look, a definite step forward and inspired by âLiving Flavorfully.â
Now, Baskin-Robbins has unveiled another logo and visual identity system, this time by creative agency ChangeUp (though, according to Baskin-Robbins, it hasnât undergone a âmajorâ brand refresh in decades). Time flies, supposedly, and recent events have likely distorted our perception of its passing, but the early 2021 refresh also included a new logo, visual system, and bespoke typeface.
