You’ve probably seen it a thousand times while standing in line for a scoop of Jamoca Almond Fudge. That little pink "31" tucked inside the Baskin Robbins logo. It’s one of those "once you see it, you can’t unsee it" design tricks that marketers absolutely love. But honestly, the story of how that number got there—and why the company recently ditched its iconic blue and pink look for something that feels like a 1950s fever dream—is way more interesting than just a clever graphic.
Baskin Robbins didn't start as a global powerhouse. It started as a family rivalry of sorts, or at least a partnership between two brothers-in-law, Burt Baskin and Irv Robbins. Back in 1945, they had separate shops. Irv had Snowbird Ice Cream in Glendale; Burt had Burton’s Ice Cream in Pasadena.
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They eventually joined forces because, well, why compete when you can dominate? By 1953, they had a problem. Their branding was a mess of different names and styles. They hired the local ad agency Carson-Roberts, and that’s where the magic actually happened.
The Birth of the 31 Flavors Concept
The agency told them they needed a uniform identity. They also came up with the "31 flavors" slogan. The logic was dead simple: a different flavor for every single day of the month.
People loved it.
The very first "official" Baskin Robbins logo wasn't the sleek thing we see today. It featured pink and brown polka dots. Why? Because they were supposed to remind you of clowns, carnivals, and the general chaos of a 1950s circus. The pink represented cherry, and the brown was for chocolate. You've got to remember that back then, ice cream was the ultimate "treat." It wasn't just something you grabbed from a CVS freezer; it was an event.
Chronology of a Changing Brand
- 1953 – 1980: The circus era. The logo had that minty green background with the big pink "31" right in the middle. It looked like something straight out of an old-school diner.
- 1980 – 1990: Things got a bit more "corporate" but kept the charm. They dropped the "Ice Cream" text and the green background. It was just a pink circle with a white "31" and a brown shadow. Very 80s.
- 1991 – 2006: This is the one most Millennials remember. They introduced the blue. The "31" was still there, but it was sandwiched between "Baskin" and "Robbins." It felt safe. It felt like the mall.
- 2006 – 2022: This was the "hidden" era. The designers at the time decided to bake the number 31 into the initials "BR." The pink parts of the B and R formed the number. Most people spent years staring at it before realizing the 31 was still there.
Why the 2022 Rebrand Divided Fans
In early 2022, Baskin Robbins decided to go back to the future. They ditched the "juvenile" (their words, basically) pink and blue for a sophisticated brown and pink palette.
It was a total 180.
The agency ChangeUp took the lead on this. They wanted to tap into that "mid-century vibe." They even brought back the all-caps font. Honestly, it looks a lot more like a high-end chocolate shop now than a place where kids go to get blue-stained tongues from "Wild 'n Reckless" sherbet.
They also introduced a new tagline: "Seize the Yay."
The goal was to reach Gen Z. Apparently, Gen Z likes "retro-modern" aesthetics and "Instagrammable" colors. The rich chocolate brown is a direct nod to their 1953 roots, but the typography is sharp and clean. It’s a weird mix of old and new that somehow works if you don't miss the bright blue too much.
The Hidden Meaning Still Lives
Even with the new 2022 look, the "31" is still there. It’s still hidden in the "BR" monogram. If you look at the right-side curve of the 'B' and the straight stem of the 'R', they are colored differently to form the number.
It’s a legacy thing.
Baskin Robbins has actually created over 1,400 flavors since they started. They haven't been limited to 31 for a long, long time. But the brand is so tied to that number that they can't let it go. It’s their North Star. It represents the "variety" that Burt and Irv dreamed about when they were just two guys with a few shops in California.
What Designers Can Learn From Baskin Robbins
If you're looking at this from a business or design perspective, there’s a massive takeaway here. You don't always have to invent something new to "refresh" a brand. Sometimes, the best way forward is looking at what made you famous in the first place.
- Respect the "Easter Egg": The hidden 31 is one of the most successful pieces of "secret" branding in history, right up there with the FedEx arrow. It rewards customers for paying attention.
- Color carries weight: Switching from blue to brown changed the entire "flavor profile" of the brand. Blue is "cool," but brown is "delicious" and "premium."
- Heritage matters: In an era of minimalist, "bland" logos (looking at you, tech companies), leaning into a circus-inspired, mid-century past actually makes the brand stand out more.
The next time you're grabbing a scoop, take a second to look at that logo on the napkins. It’s not just a "BR." It’s 80 years of ice cream history, a couple of brothers-in-law with a big idea, and a clever little number that refuses to disappear.
Your next steps for exploring the brand:
Check out the current "Flavor of the Month" at your local shop to see how they're using the new 2022 branding on their packaging, and keep an eye out for the limited-edition retro merchandise—like the skateboards and clothing—that uses the 1950s-inspired color palette.