Story behind the logo: Baskin Robbins

The ice cream company with a message in its logo
By Staff writer
Mon 11 Dec 2017 04:46 PM

It’s in just about every shopping mall in the GCC, often placed by an entrance where children are bound to see it. Baskin-Robbins is one of the world’s most venerable and, perhaps, most popular ice cream brands.

The logo is unmistakable and even contains a message. Notice the 3 in the B and the 1 in the R of the logo above? Put the 3 and 1 together to get 31, a flavour for every possible day of the month.

The current Baskin-Robbins logo is the third main logo in the company’s history. It dates back to 2006 when the company was bought by private equity firms. The ‘31’ has been a prominent feature of each version of the logo.

The Baskin-Robbins story started in 1945 when Irvine Robbins opened an ice cream store in Glendale, California. His brother in law, Burton Baskin, opened a store one year later in Pasadena.

By 1948, they’d joined forces and had six stores. It was around this time that they came up with the idea of each store having a manager with a commercial interest in the operation. Thus, the Baskin-Robbins franchise model was born and until today, the company operates a franchise-only model.

It was only in 1953 that the first unified Baskin-Robbins logo was created (see top left of this page). Until then, the founders had operated stores under either the Snowbird or Burton’s identities that each founder had created before they joined forces. A local agency, Carson/Roberts, came up with the logo and the 31 flavours idea. The heavy use of pink and polka dots in the logo aimed to emphasise fun.

The company has been though several changes in ownership over the years and now has around 8000 stores worldwide. Today, it forms part of Dunkin’ Brands Group, along with Dunkin’ Donuts.

Yes, we’ve also noticed Baskin-Robbins is written with a hyphen, but it’s not there in the logo. But who wants to nitpick when you’re still going strong after 70 years?

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