Founded in 1950 in Dunsi, Massachusetts, Dunkin’ Donuts is one of the world's leading donut chains. The company was founded mainly by donuts and other baked goods, and most of today's business is focused on coffee sales, becoming the main competitor of chain coffee shop operators such as Starbucks.
Recently, Dunn Dole announced the change of the company name to "Dunkin'", removing the "Donuts" from the original name, which is the donut, in order to meet the consumer's pursuit of healthier food, to attract the younger generation consumer.
With the name change, Dunkin’ Donuts also upgraded its own brand LOGO. It is reported that the entire work of the Dunkin’ Donuts brand image upgrade was completed by Jones Knowles Ritchie (JKR), a London-based global creative design company.
According to Dunkin’ Donuts, the new brand name and logo will help the company focus on fast serving premium coffee, while retaining the familiar pink and orange in the new brand and the iconic fonts introduced in 1973. The company will still sell doughnuts at this stage, but will remove “Donuts” from its name in January next year and apply the new LOGO in packaging, stores and advertising.