Brand at a glance
See how Baskin-Robbins hid the number 31 inside its initials, then refreshed that playful idea with a bolder heritage-inspired identity.
A bright monogram turns the brandu2019s flavor promise into a playful piece of visual discovery.
Official source: Baskin-Robbins official logo resources
Confident typography and warmer colors keep the hidden 31 while creating a richer retail system.
Official source: Baskin-Robbins official logo resources
Baskin-Robbins built its reputation on offering a flavor for every day of the month. Designers eventually embedded the number 31 inside the capital B and R, turning a product promise into a discovery within the logo.
The long-running rounded identity used pink to reveal 31 against blue letterforms. Friendly curves matched the celebratory nature of ice cream and worked across cups, storefronts, cakes, and spoons.
A bolder brown-and-pink system introduced more confident typography and a compact circular monogram. The update drew from the company’s visual heritage while expanding patterns, packaging, and flavor-led expression.
Compare the hidden device with FedEx and the heritage revival of Pizza Hut: each rewards recognition through a memorable detail.
