Dunkin’, Three Years Later

Originally ReviewedSeptember 2018 When asked to revisit the Dunkin’ rebrand from 2018, my first thought was “that really happened over three years ago?” which lead me to two conclusions: first, my perception of time is speeding up (and I’m getting older — oof) and second, the redesign feels as fresh and relevant as it did since the day of its launch. Original launch images. Considering Dunkin’s global presence, success criteria for me mainly hinges on the brand’s continued memorability and repeatability. I am continually angered and simultaneously enamored by the simplicity of Dunkin’s assets and how instantly recognizable they are: Frankfurter STD (redrawn and renamed “Dunkin’ Sans”) set in all-caps and orange and/or pink. That’s it. And I can already smell the coffee. Your browser