The current official name of the brand is Dunkin’ Only, and not Dunkin’ Donuts. The project started in the year 1948 in Quincy, Massachusetts, named Open Kettle, then change the founder William “Bill” Rosenberg Name to Dunkin’ Donuts The year is 1950. The idea behind the name is simply related to dunking the donut in coffee - Dipping the donut in coffee.
After that, franchising started in the year 1955and a product appeared Munchkins The year is 1972. One of the lovely details of the posts is that the pink and orange colors and the famous font entered Dunkin's identity in the 1970s, and the brand kept them even after changing the name.
And 2019 One of the most important identity changes occurred: the company dropped the word Donuts From the name officially and became Dunkin’ Only. The goal was not to abandon donuts, but to expand the brand's mental image to become more associated with coffee, beverages, and on-the-go, while retaining the familiar colors and typography.
And the brand is currently huge: Dunkin’ says it has More than 14,000 restaurants in nearly 40 global markets, and it is part of the Inspire Brands group.
So if we prepare it as a series, I suggest 7 posts in a row: The beginning with the name Open Kettle → Why did it become Dunkin’ Donuts? → The story of the logo and colors → Expansion and franchising → Iconic products like Munchkins → Why the word Donuts was dropped → Dunkin’ today.
And this is very suitable if your posts have the goal of Brand name analysis and identityBecause the story of Dunkin’ includes Naming + Logo + Rebranding + Brand Evolution all in one brand.
when you say Dunkin’ Donuts, the name places the product directly within the brand: Donuts. However, over time, the company started selling coffee, drinks, food, and many other products, and consequently, the old name began to unnecessarily narrow the brand image.
And in 2019, the company made the big decision:
Dunkin’ Donuts → Dunkin’
They removed a word Donuts Completely.
But the smartest part is they didn't try to start a new identity from scratch. They kept the name Dunkin’and the colors orange and pink, and the well-known visual style. I mean, they made Brand simplification Instead of doing demolition and reconstruction.
And the truth is that the word Dunkin’ On its own, it had already reached a point where the audience knew what it meant without even the word Donuts.
And this is a very important lesson in naming:
At first, the descriptive name helps people understand what you are selling. But as the brand grows, that same description can turn into a constraint.
And that's pretty much what happened with Dunkin’. The word Donuts I helped the brand in its beginnings, and after decades it became a name Dunkin’ Only one stronger and wider.
And the best part is they didn't give up on the donut itself; they just separated. Brand name over product name.
That is why Dunkin’ is considered an excellent example of the difference between:
Product name
و
A name owned by the brand.
And in the beginning was Dunkin’ Donuts It tells you what the company sells.
As for today, Dunkin’ The company says Who.