Baskin-Robbins joins a growing list of brands freshening up logos and taglines so far this year. The 77-year-old ice cream purveyor, known for its “31 flavors” tagline, is shaking up its identity to focus on celebrating life’s small moments, seemingly shifting to a more consumer storytelling approach rather than emphasizing its flavor count. The number 31 remains a key part of the chain’s packaging, with the number hidden amongst the “BR” logo that now sports cleaner lines and a less busy typeface.
Its fresh look and tagline aim to acknowledge the role ice cream plays in consumers’ lives while still highlighting Baskin-Robbins’ legacy of tying in the “31” element.
