Brands have fallen in love with flat and simple logos, to go along with pared-down messaging, in hopes of establishing a faster and deeper connection with consumers who are spending increasing amounts of time on smartphones.
Trying to hit on those flavors of innovation and quality, Baskin-Robbins is updating its logo with a new simplified font and design. The refresh also includes updated packaging and employee uniforms, and joins recent digital-first refreshes from Velveeta and Burger King.
In the 77-year-old frozen treat maker’s case, the intention was to have circles in the “B” appear more “purposeful,” according to Jerid Grandinetti, vp of marketing and culinary at Baskin-Robbins.
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![Global CMO Morgan Flatley [top] will take on the additional remit of interim U.S. chief creative officer, while Charlie Newberg [bottom] has been named interim svp and U.S. CMO.](https://static-www.adweek.com/wp-content/uploads/2026/11/mcdonalds-cmo-changes.png?w=652)
