A script version of the words Dunkin' Donuts was filed on March 31, 1955, and registered on February 2, 1960. A later logo was for a drawing and word logo depicting a figure with a donut for a head and a coffee cup and donut body wearing a garrison cap, with Dunkin' emblazoned on both the coffee cup and cap. The design was rendered primarily in yellow and brown. The logo was applied for on June 23, 1958, registered on May 23, 1961, and put into use on July 1, 1964.
In 1961, the company began using a hot pink color for its branding and used a logo showing a stylized coffee cup with the company's name rendered on one line as a circle, evoking a donut dunking into the cup. In 1980 bright orange was added to the hot pink. As of 2014 the logo was a variation of the logo that has been in use since about 1980: an all-capitals rendering of the words Dunkin' Donuts (Dunkin' in orange; Donuts in pink) in a thick, Frankfurter typeface with a coffee cup outlined in brown with a "DD" monogram.
In September 2018, the company announced that it would shorten its name to Dunkin', with a wider roll-out beginning in January 2019. The company acknowledged that "Dunkin'" was already a common shorthand name for the chain among customers and in its marketing (including the slogan "America Runs on Dunkin'"), and that the rebranding would reflect the chain's continuing shift towards being a "beverage-led" brand at a time when consumers have shown a preference for healthier trends and options as they consume fewer donuts. While stores in the U.S. started using the new name in 2019, the company intends to roll out the rebranding to all of its international stores eventually.
Branding Campaigns
Dunkin' Donuts' "It's Worth the Trip" campaign starred sleepy-eyed "Fred the Baker" and featured the catchphrase "Time to make the donuts". It won honors from the Television Bureau of Advertising as one of the five best television advertisements of the 1980s. Fred the Baker was played by actor Michael Vale for 15 years until his retirement in 1997. The catchphrase was used in the title of founder William Rosenberg's autobiography Time to Make the Donuts: The Founder of Dunkin' Donuts Shares an American Journey.
Dunkin' Donuts changed its slogan in March 2006 to "America Runs on Dunkin'". They Might Be Giants songs were featured in a series of advertisements of new products to boost summer sales. In 2007, a series of Dunkin' Donuts commercials referred to the fictional language "Fritalian". "Is it French? Or is it Italian?" sings a chorus of customers facing a long menu of non-English terms. "Perhaps Fritalian?" was created by Hill Holliday to "poke fun at pretentious Starbucks-style coffee chains, with patrons attempting to order hard-to-pronounce lattes." The commercial was interpreted as a deliberate mocking of Starbucks. The commercials' punch line is: "Delicious lattes from Dunkin' Donuts. You order them in English". It has been a point of discussion that latte, cappuccino, and espresso are loanwords from Italian which have no equivalence in English. The commercials, however, refer to the Starbucks ordering language itself, poking fun at words such as grande and venti. Further commercials in 2007 more directly mocked Starbucks, with a customer ordering a "large" and being chastised to use the term "dieci".
Rachael Ray starred in commercials for Dunkin' Donuts beginning in 2007. In May 2008 Dunkin' Donuts removed a commercial from its website featuring Ray wearing a scarf with a black and white paisley floral design, in response to columnist Michelle Malkin's claims that the scarf resembled the keffiyeh worn by Yasser Arafat and therefore a sign of support for terrorists. Dunkin' Donuts pulled that commercial off the air, leading to criticism of the company's perceived kowtowing to special interests.
In March 2009, the company unveiled the alternate slogan "You 'Kin Do It!" and launched a $100 million ad campaign promotion. In 2017, the company announced that it would begin testing the name of simply "Dunkin'" at some retail locations, as they would like to be thought of as a destination for coffee, its most profitable product. The branding would be implemented in other locations in the latter half of 2018 if it was successful. The brand announced that it would be known simply as Dunkin' in September 2018.
On April 3, 2018, Dunkin' Donuts teamed up with the Massachusetts shoe manufacturer, Saucony to produce a strawberry-frosted donut themed running shoe to commemorate the 122nd running of the Boston Marathon. The Saucony X Dunkin' Kinvara 9 came in a donut box and the heel of the shoe was covered in rainbow sprinkles.
Affiliations
Dunkin' has a close relationship with the Boston Red Sox and the New England Patriots, making commercials at the start of each team's season for promotions. Dunkin' also sponsors other professional sports teams, including the Dallas Cowboys, Boston Red Sox, New York Yankees, New York Mets, Philadelphia Eagles, and Tampa Bay Rays.
In 2001 Dunkin' Donuts purchased the naming rights for the former Providence Civic Center, and renamed it the Dunkin' Donuts Center. The center is currently the home court for the NCAA and Big East Providence Friars men's basketball team from Providence College as well as home ice for the AHL Providence Bruins hockey team. In reference to the center's long association with local college basketball, it is often known locally as "The Dunk".
In January 2014 English football club Liverpool announced a multimillion-pound global partnership with the company.
Dunkin' Donuts signed a sponsorship deal with the National Women's Hockey League in December 2015. As part of the multi-year agreement, Dunkin’ Donuts is the official hot, iced and frozen coffee of the NWHL. In 2016, Dunkin' became the official "coffee, donut and breakfast sandwich partner" of the National Hockey League.
