Baskin-Robbins

Style Guide
for Print

Baskin-Robbins Branding Communications

Mission 1 Logos 4 Typefaces 6
About 1 Colours 4 Tone 7
Audience 2 Rules 7
Channels 2 Photography/Images 8
 Mission
We create and market premium ice cream, specialty frozen desserts and beverages, all while providing
quality and value to consumers at our shops which span across 50 countries.

About
Our story begins in 1945 with two brother-in laws, Burton “Burt” Baskin and Irvine “Irv” Robbins. They came
together through their mutual love of old-fashioned ice cream and a desire to give customers a heaping scoop
of flavour and fun. Since then we’ve become the world’s largest chain of ice cream specialty shops and, more
importantly, we’ve become a place for families and friends to gather for holidays and every day celebrations.
Burt and Irv strongly believed people should have the freedom to choose, so they offered 31 flavours (one for
every day of the month). They also believed people should be able to try flavours at no cost – a belief that led
to our pink taster spoons. Their ideals live on at Baskin-Robbins, where we now possess a flavour library made
up of more than 1,000 recipes.

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 Audience
There are two types of audiences for our communications. The primary audience are general consumers
who see posters and ice cream tags in our stores, as well as advertisements at home. Because consumers
are seeing content both in and out of store, there needs to be consistency in order for the experience to feel
familiar to them.
These consumers live in Canada, but have perhaps had experiences at
American branches of our stores. The primary focus should be parents/
grandparents because they are most likely the ones reading/acting on
this information. However, the content should also appeal to children
through both the content and images.
Baskin-Robbins has 7,300+ store locations in over 50 countries outside
the US, so chances are the viewer is familiar with our brand, whether
they’ve actually been a customer or not.
The secondary audience are those viewing internal communications.
These could be people who work for Baskin-Robbins/Dunkin Brands
in general, including executives, communications and marketing
departments, even people doing web/graphic design. Given their position,
they are people who are very familiar with the brand.
This audience also includes franchisees. While it is hard to nail down specifics about this group of people, we
can make some assumptions based off of the requirements to becoming a franchisee:
• Requirements vary by market, but the lowest requirements are $250K minimum liquid assets and $500K
minimum net worth per unit.
• Food service or multi-unit management experience, and a clear understanding of the real estate
development process.
The age of the secondary audience would have to reflect these financial/working positions. We’re looking at
a middle-aged and older audience, with possibly some people in their 20s working in communications/design
departments.
Apart from age, they could come from a variety of backgrounds. For this guide in particular we are focussing
on people who work for Baskin-Robbins Canada, so they most likely live somewhere in Canada. This
audience is also concerned with upholding this brand and possibly face repercussions for not doing so. They
are concerned with consistency and familiarity, and will notice if something doesn’t quite fit.
Baskin-Robbins is a brand that carries a lot of weight behind it, so clear branding is advantageous to anyone
trying to communicate on behalf/as part of the company, but it also benefits the consumer as it means the
brand can become familiar and resonate positively with them.

Channels
These are the guidelines for our print communications. Print communications could include (but are not
limited to): press releases, advertisements, posters, coupons, ice cream tags, mailers, signage, and internal
communications.

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Branding
 Logos
If our logo is being printed in colour, it must be printed in the intended colours (see below for colour
information). Black and white is acceptable, but colour is preferred.
All markets must use the TM mark (™) with the logo until we receive confirmation of the registration for your
market. After registration you will be able to use the registered trademark symbol (®). Always locate the TM
mark or registered trademark symbol after “Robbins” and always use the blue color for the TM mark/registered
trademark symbol in the logo.
Baskin-Robbins has used several logos over 70 years, so be sure you’re using the most current logo.

Outdated Logos Current Logos (2015)

Colours
It’s important to be consistent in
your colour selections. In addition C=7 PMS 238 C = 100 PMS 286
to white and black, the only M = 81 #ED4FAF M = 88 #0038A8
Y=0 Y=0
other acceptable options for print K=0 K=0
materials are our logo’s pink and
blue. No gradients or patterns
should be accepted.

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Communications
 Typefaces
Typefaces are an extension of brand personality. Our typefaces have 1
changed over the years to better reflect who we are.
Text can be straight across or on a curve, but shouldn’t be placed at
other strange angles. Text should always be right-side up and legible.
The fonts we currently use are:
1. Variex
2. Neutra Display Medium
3. Helvetica
Variex is most often used for headings and our logo, Neutra Display
Medium for headings, and Helvetica for body text.

2 3

Examples of typefaces in use:

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 Tone
Baskin-Robbins was founded on the desire to give customers a heaping scoop of flavour and fun. It’s a place
for families and friends to come together and celebrate. Our customers let us participate in these celebrations
like we’re part of the family, and we’re so thankful for that. It’s only fair that we return the favour and make them
feel like a part of our family.
The experience a customer has reading our content should mirror the experience they have walking into a
store. You should be welcoming, friendly and fun. The voice in your content should be the same you would use
for a customer in your store.
How do you achieve that? Use colloquial terms, conversational language and contractions. Don’t be afraid to
speak to people in a familiar way or, if the situation allows, be funny! If it seems too formal to say to your best
friend, you probably need to rephrase your copy.
The reader needs to know that there’s an actual person behind the words they’re reading, and that that person
cares about them. We’re not just trying to push ice cream on them. The quality of our products speaks for itself.
You don’t have to tell customers why our stuff is great, show them.

Rules
When in doubt, follow the CP Style Guide for any stylistic/spelling concerns.
Acronyms Exclamation Points
Uppercase with no periods unless otherwise stated. These are acceptable, in moderation.
For example, BR for Baskin-Robbins. Hyphens
Capitalization There should always be a hyphen present when
“Baskin-Robbins” should always be capitalized as spelling out Baskin-Robbins. This should only ever be
well as all flavour names. For example, Gold Medal a hyphen, not an en or em dash.
Ribbon and Raspberry Cheese Louise. Ice cream
Customers Ice cream is two words.
“Customers” is preferred but alternatives such as Numbers
“patrons” and “guests” are acceptable. Avoid terms
like “people” that are too general and impersonal. Spell out numbers from one to nine, use numerals 10
and up.

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 Photography/Images
Images are another way to convey our personality
and encourage a meaningful connection with our
customers. You need to choose images that will
resonate with them.
Photos should feature natural lighting. Avoid
crazy filters or editing on these images. Accurate
representations of our products are important.
Products can stand-alone or incorporated into a
lifestyle shot, but products should always be the
primary focus. Don’t be afraid to show off the fine
details, we take pride in them, especially when it
comes to decorating!