Dunkin’ Donuts has been on a first-name basis with its fans long before the introduction of its iconic tagline, ‘America Runs on Dunkin’,’’ with customers around the world naturally and affectionately referring to the brand as “Dunkin’.” The new branding was unveiled during the Global Franchisee Convention. The change will officially take place in January 2019, starting in the US, and then moving globally.

The new branding conveys the company’s focus on serving great coffee fast, while embracing Dunkin’s heritage by retaining its familiar pink and orange colors and font, introduced in 1973.

The new branding, developed in partnership with new creative and branding agencies Jones Knowles Ritchie (JKR), BBDO New York and Arc Worldwide, is one part of Dunkin’s multi-faceted blueprint for growth, a plan designed to transform the company into the premier beverage-led, on-the-go brand. Recent initiatives have included a simplified menu, a greater emphasis on beverages like Cold Brew Coffee, Nitro Coffee and Iced Teas, the introduction of unique products like Donut Fries, an increasing emphasis on On-the-Go Mobile Ordering, and most importantly, the introduction of Dunkin’s next generation design concept.