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Baskin Robbins Logo Design History and Evolution

One of the most beloved and instantly recognizable brands in the world, Baskin-Robbins has always had a knack for making their customers feel comfortable. In fact, the Baskin Robbins logo and products are considered to be some of the most comforting out there. From their taste testing to their philosophy of being “America’s Favorite Neighborhood Ice Cream Shop”, there are few things Baskin-Robbins gets wrong.

Started nearly three quarters of a century ago, the two ice cream shops which would eventually become Baskin-Robbins haven’t actually had an official logo. Well, the two stores had their own logos, but the official Baskin Robbins logo wasn’t born until 1953, eight years after the first Snowbird Ice Cream came to be.

Baskin Robbins Logo Design Elements

The Baskin Robbins logo can be best defined by three base design elements – the Baskin-Robbins text, the 31 flavors of ice cream featured in the logo, and the pink spoon used to sample the ice cream. All three elements have been included in the most recent Baskin Robbins logo in one way or another.

While a company with a logo and name such as Baskin-Robbins’ would have most likely failed quickly in today’s market, the company managed to find the perfect time and place to launch. This way, Irv Robbins’ and Burt Baskin’s dream of becoming ice cream tycoons came true. But how did they know it was the right time to launch their stores? Baskin-Robbins always finds out.

Changes and Evolution

The company has only really had one bi logo change, and that took place in 2007. Up until that point, the old Baskin Robbins logo remained the same from 1953. Still, the new logo was viewed as a commercial success, with the majority of critics offering overwhelmingly positive reviews.

Fans loved it, the company loved it, and the critics loved it just as much. While the logo redesign was no small matter, with the two logos looking almost nothing alike, they did manage to get the same feelings to come across and to give it a similar air.


The first shape of the Baskin Robbins logo remains a classic to this day. The white circle with Baskin-Robbins Ice Cream and 31 written inside of it can very well be seen as resembling a serving of ice cream. This image is helped even more by the pink and brown circle made by the polka dots present inside the white circle.

While the advice given by the local Carson/Roberts advertising agency worked wonders in helping establish a name and brand for the recently franchising company, the old Baskin Robbins logo didn’t have all that much thought put into. Or, if it did, it was nowhere near as much as for the 2007 Baskin Robbins logo.

The new logo is simply a graphic design masterpiece. Many have wondered about the Baskin Robbins logo meaning, and many have speculated about the Baskin Robbins logo hidden message. Of course, the answers are very obvious and plain to see once you know what it’s all about.

Globally regarded as one of the most easily recognizable and iconic food logos in the world, the new Baskin Robbins logo came to be after a very extensive rebranding campaign started in 2006. The campaign culminated in 2007 with the reveal of the new logo, brand name, and with the redecoration of all the Baskin-Robbins stores around the world.

The so-called secret meaning or message of the logo refers to the way the letter BR are written so that they will also show the number 31 – so often associated with the company. The 31 in the logo refers to the 31 flavors of ice cream the shop had once the two small stores joined forces. It is reported that the 31 also stands for one flavor for every day of the week.

Color and Font

The color and the font have about as big an importance as the shape of the logo itself. While the Baskin Robbins logos font itself isn’t as important, it does fit in perfectly with the rest of the logo. The original font was a simple, straight custom typeface, while the current logo features a more stylish, yet somewhat goofy italic font.

As for the color of the Baskin Robbins logo, it goes all the way back to 1953. Carson/Roberts advised the newly franchising Baskin-Robbins to use cherry and chocolate polka dots (pink and brown) in order to remind people of clowns, fun, and carnivals. Today, that reasoning wouldn’t have worked, since clowns and carnivals are becoming increasingly less popular, but in the ‘50s it helped the two co-owners strike gold.

The color scheme of the new Baskin Robbins logo was also extremely well thought out. Each color is meant not just to look good, but each color in the logo stands for something. The pink is meant to stand for the little sample spoon used to taste test the flavors, while the blue and white are meant to stand for the company’s excellence, purity, elegance, and reliability.

Inspiration and Trivia

Many people seem to not be aware of the origins of America’s favorite neighborhood ice cream shop, and that’s a shame seeing as it’s such a long and interesting history. Plus, it’s very tied into the Baskin Robbins logo history.

Initially, the worldwide franchise started off as two different ice cream stores. The shops belonged to two brothers-in-law, Burton Baskin and Irvine Robbins. The two loved old-timey ice cream and ice cream shops, and had a dream to own an ice cream store where to provide their customers with a large variety of flavors and with a warm, inviting atmosphere.

Irv was the first to open his ice cream shop, in 1945. Naming the shop Snowbird Ice Cream and basing it in Glendale, California, Irv decided to offer his customers 21 different flavors of ice cream. This was utterly unheard of at the time. Burt followed suit in 1946, opening Burton’s Ice Cream Shop in Pasadena, California.

By 1949, the two already had between them more than 40 shops in Southern California. It was the year 1953 that finally brought the two stores together, giving birth to what is now the most renowned ice cream company in the world. The rest is history.

The Baskin Robbins logo and brand have served as a refuge for many a pedestrian in danger of heatstroke and insolation, or maybe simply in the mood for a delicious, milky treat. We hope you’ve enjoyed our short history lesson, and we ask you to leave any comments and impressions in the comments section below. Until next time, remember: Baskin-Robbins always finds out!

Image source: 1, 2, 3, 4

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