New Logo and Identity for Baskin Robbins by ChangeUp

Established in 1945, Baskin Robbins is the world’s largest chain of ice cream specialty shops with more than 7,600 locations in 52 countries around the world. Co-founded by brothers-in-law and ice cream enthusiasts Irvine “Irv” Robbins and Burton “Burt” Baskin with a single location in Glendale, CA, they grew to six shops across Southern California by 1953, which is when they introduced the now famous 31 flavors, one for each day of the month — today, their library includes over 1,300 flavors. A part of Dunkin’​ Brands Group, Inc. since 1994, Baskin Robbins introduced yesterday a new identity designed by the Dayton, OH- and Costa Mesa, CA-based ChangeUp. With a cult-like following, Baskin-Robbins is a brand that has the unique potential to transcend generations. The new visual identity sys