Incite by Design

Caustic visions and shared thoughts on design, marketing, creativity, philanthropy, pop culture and business philosophy by Toronto design firm, Ricksticks Inc.

2006-04-12

Baskin Robbings...







Before








After


Baskin-Robbins recently joined the world of the Dunkin' Brands, Inc. family of companies, and consequently has rebranded again. Dunkin' Brands was acquired by a U.S. investment group Bain Capital, Thomas Lee Partners and the Carlyle Group.

As seen in the press release:

CANTON, Mass. (December 12, 2005)-- Earlier today, a consortium of leading global private- equity firms consisting of Bain Capital Partners LLC, Carlyle Group and Thomas H. Lee Partners LP announced that it signed a definitive agreement to purchase Dunkin’ Brands Inc. from Pernod Ricard SA for $2.425 billion in cash. Together with the new ownership group, Dunkin’ Brands is affirming its commitment to continuing to build the company’s Dunkin’ Donuts, Togo’s and Baskin-Robbins brands through an aggressive expansion program across the United States and throughout the world.

Bain Capital, the Carlyle Group and Thomas H. Lee Partners have extensive operational expertise, including substantial experience in financing and executing investments in the quick service restaurant, food and beverage, and retailing industries. The firms also collectively have a history and experience of partnering with superior management teams to own, nurture and grow some of the world's greatest brands.

Some of 'the world's greatest brands’ should have consulted a few more committees. The logo is hardly an improvement, and even though ice cream is fun, there are certain lines that shouldn't be crossed. The type is very unsettling and borders violent with the sharp edges of the letters k and n. This bizarre combination seems the like the strange love of century gothic, futura, kabel, and a little funhouse. Although I can see the rationale behind keeping the ‘31’ in the centre, I find its incorporation into the capitals ‘BR’ crowded, and not entirely obvious. Because of their proximity, I find that the completion of the BR overpowers the 31 itself. At least we can take solace in the fact that this affected the Canadian franchises as of yet.
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