"Dunkin' Donuts, now known simply as Dunkin', is iconic today for its bubbly pink and orange lettering, but the chain had a completely different name when it first started, and its logo has been through quite the evolution in its 75-year history. For example, did you know that back in the 1950s, the donut chain had a mascot? And that mascot was named Dunkie?"
"Dunkie lent some real personality and joie de vivre to a brand that had until that point been defined by its charming yet understated script text logo. His tenure may have been short-lived, but his legacy lives on. By 1960, Dunkin' debuted its legendary pink color and a funky-fonted wordmark that was indicative of the changing style of the times and sent the donut chain rolling down its new path of logo-rific success."
"While not an official mascot, when Fred the Baker (actor Michael Vale) popped up on people's TV screens in 1981 in Dunkin' commercials with his hat and funny mustache, he and his line, "Time to make the donuts!" became instant classics. Vale appeared in Dunkin' commercials for nearly two decades, until 1997."
Early Dunkin' branding included playful mascots that added character to the company. Dunkie, a winking cartoon made of donuts and a teacup, represented Dunkin' from 1956 to 1960 and injected personality into a brand previously defined by a simple script logo. After Dunkie's run, the company adopted a distinctive pink color and a funky-fonted wordmark in 1960 to reflect changing style trends. Later promotional figures included Fred the Baker, who popularized the line "Time to make the donuts!" from 1981 through 1997, before marketing shifted to broader campaigns and new mascots.
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