Baskin-Robbins presents new visual identity

One of the prominent elements of Baskin-Robbins‘ brand identity is 31. Standing for 31 flavors for each day of the month, the number is highlighted in pink in the iconic BR logo. Recently, the ice cream company has rolled out a new brand look that makes a great play with the number 31 and the variety of the Baskin-Robbins ice creams.


The design, forged by Jones Knowles Ritchie specializing in making visual identities for food chains, clearly demonstrates the flavors offered by the company, including that ones of almonds, strawberries, oranges, vanilla or mint. The new branding will provide every package with a special version of the BR logo featuring the 31 element redrawn accordingly to the ice cream flavor. Such a design solution creates a dynamic system showcasing the vast choice of the Baskin-Robbins ice creams.

The studio also created a custom typeface based on the 31 symbol. This part of the work was carried out in cooperation with Face37, a Manchester-based independent design agency
Presenting different designs for different flavors, Jones Knowles Ritchie says it visually revived the original idea of Burt Baskin and Irv Robbins who made variety one of the principles of their business. This helped the company evolve from a small family-run enterprise to a large chain with subsidiaries in almost 50 countries.