Marketing Genius from Maple Creative


Marketing tips, observations & philosophy, plus a few rants and random musings - from those who practice, preach and teach marketing, research, advertising, public relations and business strategy.

Sunday, November 05, 2006

Hidden Logo Design Elements - Baskin Robbins

In its 60th year, Baskin Robbins rolled out this new brand logo. Anyone see the hidden design element in the new, jazzy Baskin Robbins logo?

Here's a clue ... what is the first thing that comes to mind when you think of Baskin Robbins? Okay, ice cream, sure--but what else?

How do you feel about the new brand logo? Do you think it's sweet? Is it too much of a departure from the former design? The company's brand manager, Ken Kimmel, explains the strategy and philosophy of the brand makeover in an article posted on the company's Web site.

Marketing geniuses who enjoy these sorts of brain teasers should be sure to check out the sneaky, hidden logo design elements in the following brands:

Finding Nemo
Goodwill Industries
Federal Express
Big Ten Conference


Anonymous Anonymous said...

And this is in a day when 31 flavors don't cut it anymore. We want 331 or nothing!

-Justin Ethington

4:47 PM

Blogger Rick Lee said...

Yeah really... these days it's all "Marble Slab" and "Coldstone" and "Maggie Moos" where you make your own flavors. I've been wondering... who came up with that concept first?

3:35 PM

Anonymous Anonymous said...

I think the new logo is fantastic. Creative, asthetically pleasing, clever. Go ahead BR!

5:06 PM

Anonymous Anonymous said...

well the idea is good....but the colours are the number 31 wont easily catch the eyes of the i feel reworking on the logo is necessary.dont take mt opinion alone..ask others also...

12:41 AM

Anonymous Anonymous said...

I prefer the old logo though. It gives out an old-school ice cream parlor feel to it. This looks fun and may appeal to many kids but less to my liking. By the way, does anyone know of any good logo design sites out there? I've been searching for a site that offers affordable yet professional looking logos. Any suggestions or recommendations? I've heard a lot about sites like, Logoworks, and the likes. Anyone had experience with this kind of online service?

10:31 PM

Blogger Skip Lineberg said...


If you want to contact me directly at, I would be happy to help or guide you in your logo quest.

And thanks very much for your comment about the BR logo.


11:51 AM

Anonymous Anonymous said...

I agree and prefer the direction of the logo/color palette from the early 80s actually, it felt like rich old fashioned icecream. It just needs to be retweaked.

This one is funky/clean but that doesn't say icecream for me personally. It feels like a kid's activity center (which is an arguable point in itself haha) but unfortunately it's just not appetizing. I feel it's too large of a departure from the brand; I didn't recognize it on the street when I first saw it felt a little sad when I realized what it was.

12:44 AM

Blogger Skip Lineberg said...

Dear Anonymous-

Thanks for stopping by... and for sharing your reaction to the Baskin Robbins logo. Hope you will remain an active part of this community of marketing enthusiasts!


4:32 PM


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