Baskin-Robbins Unveils New Logo and Visual Identity From ChangeUp

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 Robbins’ logo and branding haven’t 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 “Living Flavorfully.”

Now, Baskin-Robbins has unveiled another logo and visual identity system, this time by creative agency ChangeUp (though, according to Baskin-Robbins, it hasn’t undergone a “major” 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.

“Baskin-Robbins is one of those brands with the unique potential to transcend generations. They wanted the branding to deliver the quality and creativity they’ve always offered but weren’t getting credit for,” explained Ryan Brazelton, ChangeUp CCO. “They needed to create a visual identity system that was exciting for people who grew up with them and future audiences as well.”

The new Baskin-Robbins logo turns to the brand’s visual history as inspiration for the new design. The brown and pink color combination is back, which sounds as gross as chocolate orange mayonnaise, but it works. The new logo keeps the oh-so-clever “31,” first introduced in 2006’s logo ( and held over in 2021). The type has a bit of the original’s circus feel, and the perfect circle shapes also recall the logo first introduced in 1947. Secondary typography is much more subdued in this refresh. Gone are the sharp angles, and the new type is less child-like and more mature, adding some soft lines that keep the new visual presentation casual and comfortable.

“Revolutionizing the brand meant we had to take a step back to understand its founding principles and earliest expressions,” Brazelton said. “Leaning into their circus roots, the path to a younger yet more sophisticated identity became abundantly clear. With its mid-century vibes, the new identity system is fun and bold, retaining the ‘31’ built into the BR monogram. With a new iconic color palette as the foundation, every touchpoint, from digital to packaging to in-store, received a modern makeover. At the heart of the new system is the crave-able, Instaworthy photography of the ice cream. Everyone loves ice cream, and we wanted to set the stage to allow Baskin Robbins’ delicious ice cream to really pop right off the screen and page!”

Next year, will we see a brand new visual identity at our nearest Baskin-Robbins shop? ChangeUp’s new look, which looks fun, sophisticated, and has a bit of nostalgia, should give Baskin-Robbins little reason to change it up again so soon, but I guess we’ll see in 2023.