Baskin-Robbins is one of the most popular chains of ice cream parlors in the world. The corporation was established in 1953 by Burt Baskin and Irv Robbins, after the merger of their individual ice cream parlors, in Glendale, California. It is known to be the largest ice cream company all over the world, situated in more than 5,800 areas, out of which 2,800 are to be found in the US. The Baskin-Robbins ice cream parlors were introduced as individual business enterprises by Burt Baskin and Irv Robbins, who founded Burt’s Ice Cream Shop and Snowbird Ice Cream respectively. Snowbird Ice Cream offered 21 flavors, which was a unique offering of that time. When these separate companies joined hands in 1953, the idea of 21 flavors was extended to 31 flavors. Baskin-Robbins is widely famous for its “31 flavors” slogan. The thought for offering 31 different flavors came from the Carson-Roberts advertising agency (now known as Ogilvy & Mather) in 1953, together with the motto “Count the Flavors. Where flavor counts.” Baskin-Robbins has 31 flavors which is even greater than the 28 flavors offered by the famous Howard Johnson’s restaurants. Burt and Irv thought that it would be best if people tasted the sample flavors till they wanted to buy their favorite one, that is when the small pink spoon came into the picture and gained recognition. To advertise the product, a now-famous competition was held, and Amy Boggioni won against three other competitors who were to consume 31 scoops of all 31 flavors in 31 minutes.
DESIGN ELEMENTS OF BASKIN-ROBBINS LOGO
Shape of the Baskin-Robbins Logo: In 2006, the popular ice cream manufacturer initiated a campaign to modify its brand name and to redecorate its stores, its website, and the logo. The current logo, which was unveiled in 2007, is bright and cleverly showcases the number ‘31’ in pink that represents the 31 flavors, which is innovatively placed between B and R of the logo. The two older logos of Baskin-Robbins are shown below: Color of the Baskin-Robbins Logo: The pink color signifies the pink spoon which is given to taste samples, while the blue color is representative of the quality and excellence of the product. Font of the Baskin-Robbins Logo: The original Baskin-Robbins logo featured a simple, straight font, while an italic, stylish font is used in the current logo.
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