A great example of branding the right way

Dunkin Donuts what brand am I 2Just by the colors and font of the type face my guess is you will know the brand about which I am writing.   It’s impressive that without a word mentioning the brand the simple font and color treatment of the letters resonate at such a high level.   Still not sure?   It’s Dunkin’ Donuts.   The logo and treatment of the colors and type have been relatively consistent for a company that is more than just ‘not Starbucks‘ and has been in business for nearly 63 years.

Information from the Dunkin’ Donuts website –

‘In 1950, Bill Rosenberg opened the first Dunkin’ Donuts shop in Quincy, Massachusetts. Dunkin’ Donuts licensed the first of many franchises in 1955.   Dunkin’ Donuts is the world’s leading baked goods and coffee chain, serving more than 5 million customers per day. Dunkin’ Donuts sells more than 70 varieties of donuts and more than a dozen coffee beverages as well as an array of bagels, breakfast sandwiches and other baked goods.’

What the website fails to mention is that the colors – orange on top and magenta (pink) below have been consistent for more than twenty years.   An interesting study from Kim Freitas of Ithaca college in the fall of 2011 http://eportfolios.ithaca.edu/kfreita1/docs/introtostratcomm/brandingpaperdd.pdf outlined the assets of the logo and also noted that the colors themselves are brand definitive.  

I had difficulty remembering other brands that have ‘owned’ two colors.   American Airlines has been blue and red for years (even the newest logo maintains that scheme).    Yet I would not consider American Airlines to ‘own’ blue and red any more than McDonalds owns red and yellow.   ‘Owning’ colors is a great brand accomplishment and Dunkin’ Donuts does this as well or better than any other brand I can think of.  

Do you have examples of brands that own two or more colors?    

About markkolier

Futurist, entrepreneur, left lane driver, baseball lover
This entry was posted in Advertising, Brand Advertising, Marketing stuff and tagged , , , , , , , . Bookmark the permalink.

3 Responses to A great example of branding the right way

  1. Nader Ashway says:

    Great article, Mark. And a nice examination of one of the many attributes of a brand. I think the Dunkin’ Donuts typography is also an outstanding example of brand stick-to-it-ive-ness.

    And yes, I can think of a few colors that are “owned” by brands. Let’s start with…brown. ’nuff said.


  2. I agree. Dunkin Donuts has done an excellent job building their brand image. I did not hesitate in guessing which company that writting pertained to. Check out my post on #DunkinDonuts http://wp.me/p3LjaM-8


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