Dunkin ’Donuts Logo Transformation

Dunkin ’Donuts logo transformation

Introduction

• Brief explanation of the Dunkin ’brand was established in 1950, in Massachusetts. Currently positioned first worldwide, in the sale of coffees and baked products. Established in more than 36 countries, it has more than 11. 300 establishments. Recently, the company announced its name change excluding the word "donuts" from its imagotype. (Armin, 2018).
• Evolution of the logo. Of the heraldry to the logo. The previously mentioned change aims to prevent its consumers from limiting the variety of their products for the sale of Donuts.

Next, the evolution known as the passage of heraldry to the logo is illustrated through the analysis of the Dunkin ’case. This change process has followed a logo simplification line from 1950 to the present.

New logo

Analysis under the quality parameters of Chaves and Bellucia 

• Relevance: It is pertinent for a donuts sales franchise decorated with a wide range of color and shapes. Colors and typography reflect the brand’s essence full of energy and vitality.
• Reproducibility: does not present any problem in what to be reproduced in different modalities respect. 
• Legibility: its robust typography and the absence of small characteristics, provides the new imagotype for a great readability for the public.
• Intelligibility: It is evident that this parameter is easily overcome, since the imagotype is easily understandable, being the name of the brand.

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• Sufficiency: the entire IVC built by the company since its inception makes it possible to identify it easily through its imagotype.
• Versatility: one of the parameters that emits the greatest difference with respect to the previous version, since when eliminating the coffee icon and leaving only the word dunkin ’it greatly facilitates its ability to be printed in different articles.
• Validity: The new imagotype meets the validity parameter perfectly by aligning to the new simplicity tendency to which the IVC tends in recent years.
• PREGNANCE: Being quite original typography and colors, the probability of being remembered increases significantly.
• Vocativity: His vocativity resides to a greater extent in the striking of the colors used that, being quite unusual in an imagotype, makes it more easily perceived.
• Singularity: This is a fairly unique imagotype due to the use of a typography and pantons of characteristic colors of the brand (Palettes, 2018).
• Declinability: its decline is evident when simplified versions of it are shown in beverage containers.

Brand Democracy

The brand tested this new logo exhaustively, taking into account at all times not only the intention to change the company, but the opinion of its consumers (Armin, 2018).

Tilde and Trade Mark

The use of the final apostrophe instead of the correct word Dunkin ’aims to convey a more informal and modern image, with the use of abbreviations. In the same way, it is a way of being original and unique in the way of transmitting this word, which also makes the memory for the target audience, due to its singularity.

Colors and source

It should be noted that the brand maintains its iconic typography and its palette of pink and orange colors introduced since 1973.

Logo type

The new logo is an imagotype, since it combines a nonverbal sign or icon with the logo. In our case, the fuchsia apostrophe could be understood as an icon by showing in a color other than the logo; its degree of inclination; as well as its greatest thickness with respect to the current version, it becomes evident that there has been an effort to differentiate such nonverbal sign as part of the imagotype.

Primary and secondary identifiers

Regarding primary identifiers, the logo has been studied in previously and within the symbols used, the apostrophe included in the imagotype could.

On the other hand, secondary signs include aspects such as funds, textures, colors or typefaces. Dunkin ’generally uses white funds in his communications and packagings in order for his imagotype to stand out on said fund. That is why it is an imagotype formed by very vivid and striking colors such as its characteristic orange and fuchsia.  In addition, the typography used is registered by the brand itself, whose rounded and thick shapes define it, a reflection of the joviality and vitality that the brand wants to convey with its visual image, along with the selected colors.

3. New trends and supports

Online supports

Online supports follow the line of simplifying the brand’s imagotype, as exposed on its website. The full insertion of the new imagotype has not come to be imposed in its entirety throughout the world. While in the USA this new corporate visual identity has already been adopted, in other countries such as Spain the previous Imagotype is still preserved. However, establishments that have not yet adopted change try to anticipate this simplification.

Offline supports

As for the wrappers, packaging and graphics, the brand has limited itself to using the same language with the classic rounded San Serif typography. In addition, the brand is using the logo repetitively with an inclination of 45 degrees, achieving a pleasant consumer pattern. (Fernández, 2018)

On the other hand, the brand has also reproduced items and accessories for sale with its new imagotype. In addition, it will appear abroad and inside all its new and remodeled establishments, first in the United States and then globally, as mentioned above (MD, 2018).

Results of social networks

In social networks the brand already has its new identity, that is, the American Dunkin ’profile on Instagram already organically uses the new imagotype. The publications of this profile correspond to its new identity for approximately 40 weeks. However, in their profile of Spain, they still retain the name of @Dunkinffe_es and its publications keep fidelity to the old corporate image. This factor is repeated in the rest of the company’s official social networks such as Facebook and Twitter.

It requires special importance to highlight the fact that the brand has used the figure known as influencers in order to promote itself through social networks. The new corporate visual identity has been printed in different products such as clothing and accessories, thus giving good sample of previously exposed versatility.

In addition, the brand has emphasized its new vegan option in the breakfast menu, as well as its new seasonal coffee flavors through these “influencers”. Veganism is together with Real Fooder a philosophy of food consumption increasingly imposed in international society, as will be subsequently exposed.

Motivation of the Dunkin Rebranding process ’

The main motivation of this process lies in the emergence of the realfooding movement. It is a lifestyle that positions real food as the basis of the food pyramid, avoiding the consumption of ultraprocessed foods.

"This philosophy defends healthy eating for the entire population, a revolutionary struggle based on knowledge and awareness against the dark side of the food sector" (Ruiz de la Prada, 2018).

As a result, many food chains have been affected by this movement by consumers, mainly through social networks. Hence, many brands in the sector have made changes related to their branding.

In parallel to Dunkin ’, other renowned brands have opted for such change. For example, Mc Donald`s has redesigned his brand identity. The latter has changed the red color of its imagotype for a green color. In this way freshness is provided and gives a greater sense of healthy products for consumers.

Within its restaurants, McDonald’s has also experienced a restructuring of its premises, forming a more modern, cozy atmosphere that tries to convey a unified message of the real food movement. It should be noted that different colctions have been launched such as the Signature Collection, which includes hamburgers made by chefs recognized as Daniel García, made with organic and fresh products.

The form of presentation of its products has suffered in the same way some alterations. As an example, potatoes will not be shown in an orderly manner, but with such disorder that transmits an image of naturalness and spontaneity.

In short, with this series of shares, companies such as Dunkin ’or McDonald’s show that marketing must be consumer and not the product. Gain consumer confidence has become a priority with this backing process (Barrios, 2015).

Comparison with another company in the sector

 McDonald’s Other competitors within the fast food industry have managed to respond to these new corporate visual identity trends, redesigning their graphic line and even redefining their commercial and advertising practices.

A clear example would be McDonald’s. While his redesign strategy has been different, Dunkin ’simplified his imagotype and McDonald’s changed their colors, both have chosen to redesign a corporate visual identity in accordance with Realfooding philosophy. Both companies trace to convey an image of themselves more human and sustainable, especially in the case of McDonald’s with the use of the new corporate green pantone.

Conclusions

Taking into account the analysis of the Imagotype change of the Dunkin ’company exposed throughout this work, it is vitally important to highlight the following conclusions:

•  The change of the Dunkin ’imagotype is efficient because it is possible to discourage the brand, at least physically, from the unique consumption of donuts. In this way, it adapts to the realfooding movement.
•  The logo meets all quality parameters designed by Chaves and Bellucia, therefore supporting the argument that this redesign of corporate visual identity has been carried out successfully.
•  The new imagotype, composed of the word Dunkin and the final apostrophe, follows the current simplification trend of the logos in order to increase their pregnance, that is, their souvenir capacity. This factor is very relevant within such a saturated and homogeneous sector where differentiation is increasingly complicated like fast food.

References

1. Armin. (September 26, 2018). Brand New. Obtained from http: // www.Brandemia.Org/Dunkin-Donuts -redisena-Su-Imagen-Y-Pasa-Calling-Simple-Dunkin
2. Barrios, g. J. (May 11, 2015). Advertising & Marketing Professional. Obtained from many fast food establishments, they have been forced to update their communications strategies in responses to the “Realfooding” movement. Realfooding “is a lifestyle based on consuming healthy food and avoiding ultraprocess
3. Bazaar. (October 15, 2018). Obtained from https: // www.Harpersbazaar.com/es/beauty/diet-Exercises-Addelgazar-Belleza/A23304101/Diet-Comida-Realfooding-Movimiento-Comida-Real-Que-ES /es/
4. Brand Palettes. (s.F.). Obtained from http: // www.Brandemia.Org/Dunkin-Donuts -redisena-Su-Imagen-Y-Pasa-Calling-Simple-Dunkin
5. Fernández, l. (October 9, 2018). Brandemia. Obtained from http: // www.Brandemia.Org/Dunkin-Donuts -redisena-Su-Imagen-Y-Pasa-Calling-Simple-Dunkin
6. Direct marketing . (September 26, 2018). Obtained from https: // www.Google.com/AMP/s/www.direct marketing.com/advertisers-general/advertisers/dunkin-donuts-revela-his-new-identity-marca/AMP
7. Pure marketing. (July 22, 2019). Obtained from https: // www.Puromarketing.com/3/32417/new-image-mcdonalds-gigante-chamber-image-visual-corporate.HTML