Opinion BY Armin

April Fools: Dunkie Drinks Dunkin’s Coffee

With nearly 9,000 stores worldwide, more than 6,000 of them in the United States alone, serving 2.5 million donuts and 2 million cups of coffee to more than 3 million customers per day, Dunkin’ Donuts is undeniably one of the most prominent guilty pleasures in the world. I favor Starbucks coffee and de-favor eating donuts altogether (despite their awesome deliciousness) so I’m in a minority that doesn’t frequent Dunkin’ Donuts — a minority that has become even smaller since 2002, when a steaming cup of coffee was added to the Dunkin’ Donuts logo to muscle back into consumers’ consciousness that coffee wasn’t just available from Starbucks or McDonald’s. And, apparently, that change paid off as Dunkin’ Donuts is celebrating its 60th anniversary (it was founded in 1950) with a new identity that not only removes the coffee cup but also reaches back to its vintage roots for inspiration.

Vintage inspiration for the new identity.

New Dunkie by Matt Stevens on the right, along old Dunkie.

At the center of the new identity is Dunkie, a coffee-cup-and-donut-shaped buddy that served as the brand’s mascot during the late 1950s and ’60s, even inspiring a Mr. Potato Head spin-off, Dunkie Donut Head. Charlotte, NC based Matt Stevens was approached by the creative director from Dunkin’ Donuts in-house team to revisit Dunkie and prepare him for the twenty-first century. Retaining all the elements from the old Dunkie, new Dunkie is a bold, animated new version eager to serve you fresh donuts and hot coffee as he leaps towards you.

More surprising than Dunkie replacing the cup of coffee in the logo is the old-but-new script typography that replaces the chunky, rounded typography that has become synonymous with Dunkin’ Donuts. I’m a fan of vintage script typography, but I’m not sure this was the right move as the loss of visual impact is far less worthy than some blast from the past. Nonetheless, it does look great on a t-shirt — and said t-shirt also brings back some vintage Dunkin’ana with the tag line “Time to Make Donuts” made popular by Fred the Baker, who served as their spokesperson from 1982 to 1997.

The in-house team took Steven’s Dunkie torso to revise their current 60th anniversary logo, which was fine but, now in tune, with the new identity is fare more interesting. The folks at Dunkin’ Donuts have also been busy with some new packaging prototypes that include Dunkie and the new script, and it’s nice to see that the logo is not applied as the same lock-up over and over again.

New packaging.

Lastly, some rather cool merchandise has been created with the new look and I have to say that, unlike its golden-arched competitor, I’m Lovin’ It.

Thanks to Oliver Gallart, creative director at Dunkin’ Brands Inc., for the images.

Elneff’s comment is:

Love it. Can’t wait til next year!

On Apr.01.2010 at 05:56 AM

John McCollum’s comment is:

Unbelievable redesign! Really unbelievable!

On Apr.01.2010 at 06:03 AM

Alfred’s comment is:

Awesome April Fool. Well done!

On Apr.01.2010 at 06:04 AM

SDX’s comment is:

Top redesign, Eggsellent way to start April.

On Apr.01.2010 at 06:09 AM

Nick Irwin’s comment is:

stellar job Matt! getting charlotte design on the map through april fools… hellz yeah!

On Apr.01.2010 at 06:28 AM

Andy’s comment is:

That really looks awesome, I really hope its true. God I hate the internet April 1st.

On Apr.01.2010 at 06:37 AM

jwo’s comment is:

Better be an April fool’s joke.

On Apr.01.2010 at 06:39 AM

Deshler’s comment is:

Beautiful. How I wish it were true!

On Apr.01.2010 at 06:43 AM

Plamen’s comment is:

It would actually be a quite nice refreshment of the brand. If it were true.

On Apr.01.2010 at 06:45 AM

Swifty’s comment is:

It’s just so…..plausible.

On Apr.01.2010 at 06:45 AM

Matt Jones’s comment is:

Great April Fool’s. Funny enough, I would love to see this design for their 60th Anniversary, though. It looks wonderful.

On Apr.01.2010 at 06:48 AM

John Leschinski’s comment is:

Wow, what an elaborate April Fools joke.

On Apr.01.2010 at 06:50 AM

Jamie Hodgson’s comment is:

I actually really loving it!

In about the 3 minutes reading, the Dunkie character’s really grown on me, especially in the interpretations on the packaging - a most definite improvement!

Mix the old font and the new logo, and they’d have a most excellent brand. *sigh* if only it was true!

On Apr.01.2010 at 07:01 AM

janine’s comment is:

Awesome. I want one of those t-shirts :) !

On Apr.01.2010 at 07:03 AM

JonSel’s comment is:

Wouldn’t it be hilarious if this were real and the practical joke was on ourselves?

On Apr.01.2010 at 07:11 AM

Graham’s comment is:

Haha that almost had me for a few seconds. Great job, looks like loads of work went into it! Some of that packaging and merch actually looks really good. Great april fool, well done

On Apr.01.2010 at 07:14 AM

Matthew’s comment is:

I love April Fools Day!

On Apr.01.2010 at 07:21 AM

Prescott Perez-Fox’s comment is:

You scared me for a second, and then I looked at the calendar.

On Apr.01.2010 at 07:23 AM

Maureen McCabe’s comment is:

Happy April 1. I love the Mr. Dunkie, he is donuts AND coffee, it bothers me that their current logo does not have a donut… unless the O in donut is one. I don’t like the old looking script though.

I don’t eat donuts officially but I love Dunkin Donuts coffee. In college I worked at a Dunkin Donuts… long ago.

On Apr.01.2010 at 07:29 AM

Philip ’s comment is:

If you’re going to do an April Fools joke, at least make it look good. Very entry-level design “ish”.

On Apr.01.2010 at 07:32 AM

JK’s comment is:

I hate April Fool’s. What a letdown to think that a fantastic redesign could actually exist.

On Apr.01.2010 at 07:33 AM

ScottyM’s comment is:

4/1/10

Thanks for playing, though. The type treatment went from awfully amazing to amazingly awful here.

On Apr.01.2010 at 07:36 AM

Sean Farrell’s comment is:

I am in love with Dunkie, awesome re-make and I’m loving all the packaging. I do agree about the script that it is not fitting somehow, but overall, a great re-brand to such a huge company.

On Apr.01.2010 at 07:44 AM

Andy Charly’s comment is:

Probably a joke, but I will say that I wouldn’t mind one bit if this was real, even though I love the bubble font and most of the execution in the current identity.

The new 60th logo with the donut in the cup as the ‘0’ is great.

On Apr.01.2010 at 07:44 AM

TFHackett’s comment is:

Make it so!

On Apr.01.2010 at 07:47 AM

Ben’s comment is:

God, I wish this were true. The Internets haz the lying this morning.

On Apr.01.2010 at 07:49 AM

Aaron Levin’s comment is:

Joke or not, it doesn’t really matter. This is just a brilliant demonstration of how a brand that “wanted to go modern” could throw out such equity over the years, and how, rightly done, it could bring back enormous emotional potential that so many “modern” brands have lost.

Great job both woth the design and the fake critique.

On Apr.01.2010 at 07:50 AM

Aaron Levin’s comment is:

Oh… and a tip of the hat for “Keep on Dunkin’”

On Apr.01.2010 at 07:51 AM

qwertyale’s comment is:

american happy fat consumers inc.

On Apr.01.2010 at 07:53 AM

Joey Ellis’s comment is:

This is really great work. However, those of us lucky to know Mr. Stevens realize that this is what he does every day.

On Apr.01.2010 at 07:57 AM

Adrian Egger’s comment is:

Hah, kinda wish this was true. Good work.

On Apr.01.2010 at 08:02 AM

Dunkie's Dad’s comment is:

Hey qwertyale, I’m big-boned

On Apr.01.2010 at 08:08 AM

heather’s comment is:

it sort of grew on me when i saw it on the cups and shirts. i think it’d be a great special hype/promo for the year, as part of a 60-year anniversary celebration type thing. but i think they should go back to what they had after the year is up.

On Apr.01.2010 at 08:09 AM

Nick’s comment is:

Oh well, we can dream. Good job all around.

On Apr.01.2010 at 08:11 AM

Brendan’s comment is:

If this was a real thing, I would be more critical of the fact that the donuts make it look like the dude is tripping and falling instead of rushing.

But this is fantastic! Love it! It’d be so cool if DD picked it up for anniversary celebrations.

On Apr.01.2010 at 08:13 AM

Iulian’s comment is:

This is actually the only time it’s a good thing most people that post a comment don’t actually read the other comments :D

I took the bait twice in the last 3 years, Armin :)) Pretty poor record on my part.

On Apr.01.2010 at 08:15 AM

Will’s comment is:

The older variant of “Dunkie” already exists on their current branding …

http://www.flickr.com/photos/nintendo85/4320164032/

On Apr.01.2010 at 08:18 AM

Brady Bone’s comment is:

I have worked with Matt and been close friends with him for over 10 years. He is an unsung hero. A supreme talent. He’s a Bugatti Veyron that’s busting to get out of a fancy garage.

I was privy to this project and was supremely jealous of the fun he was having.

As always great work, Matt.

- Bone

On Apr.01.2010 at 08:18 AM

Larry W’s comment is:

I WANT TO BE REAL!!!!!!!!!!1111

On Apr.01.2010 at 08:21 AM

Jesse Woodward’s comment is:

I love it. You dunkin bastards. This is the my favourite website on April 1st.

On Apr.01.2010 at 08:22 AM

dglassdes’s comment is:

You guys get me EVERY year! Really well done. I would buy one of those sprinkle shirts, though…

On Apr.01.2010 at 08:22 AM

Pamela L’s comment is:

Is this another one of your tricks????? LOL!

It’s gotta be. It’s too good to be true! ; )

On Apr.01.2010 at 08:23 AM

wctaiwan’s comment is:

You’ve outdone yourself yet again—I loved “so very verizon,” but this is even more elaborate and awesome. Love the applications. I would have been fooled were I not eagerly awaiting this post.

On Apr.01.2010 at 08:26 AM

Zachary Schweitzer’s comment is:

Everything about this hoax is top notch with one glaring exception, the actual article. As a daily reader, your tone of writing gives this away immediately as an April Fool’s. I would have anticipated the new typography getting totally blasted were this a legit re-design.

Of course, this is all in fun and the brand extensions and collateral are great!

On Apr.01.2010 at 08:26 AM

smirker’s comment is:

I’m ashamed to say it was only when I reached the comments I realised it was an April Fools!

Thank God it’s not real! It would be great if it was a new brand for a donut shop but suicide to ditch the old type…. phew!

On Apr.01.2010 at 08:30 AM

andrew’s comment is:

Did you guys actually screen print some t-shirts for this? If so, I want one.

On Apr.01.2010 at 08:31 AM

Sean Sedgwick’s comment is:

I wish this was real, it’s beautiful!

On Apr.01.2010 at 08:43 AM

Eric’s comment is:

Why not? This is awesome!!

On Apr.01.2010 at 08:49 AM

Matthew Moore’s comment is:

I love it too, especially the gift cards. Too bad since today is the day of fools!

On Apr.01.2010 at 08:56 AM

BWChicago’s comment is:

Never knew about Dunkie. He’s a BLATANT ripoff of McDonald’s Speedee, down to the wink.

On Apr.01.2010 at 08:57 AM

neil’s comment is:

brilliant! This should be real. I love how it looks like he’s in the act of tripping and showering you with donuts.

On Apr.01.2010 at 08:59 AM

Carrie’s comment is:

Totally fell for it, you should sell the t-shirts anyway!

On Apr.01.2010 at 08:59 AM

Dawn Chatman’s comment is:

That logo makes me feel fat.

On Apr.01.2010 at 08:59 AM

Ink Asylum’s comment is:

At first I was sure this was a gag, but with all the cups and t-shirts you presented I began to suspect it might be real. Well done!

On Apr.01.2010 at 09:01 AM

Jude Landry’s comment is:

Armin, you get me every year, too! Always appreciate the effort that goes into these posts. Dunkin’s actually got a decent system in place, especially the colors. I don’t mind getting fooled when it’s this good!

On Apr.01.2010 at 09:10 AM

Travis Webster’s comment is:

This is pretty good. However, considering Dunkin’ Donuts went through it’s first brand/identity redesign in 20 years back in 2002… I am going to have to call this one a well crafted April Fools.

Press Release Cite: http://bit.ly/daruKk

My thoughts:
Not a huge fan of the logo or font treatment, but Effing love the application of it on all the collateral.

On Apr.01.2010 at 09:10 AM

Kevin Zwirble’s comment is:

Man, I thought this was so good, then I read the comments and realized the hoax. Well played ole’ boy!

On Apr.01.2010 at 09:11 AM

Cory ’s comment is:

Damn. This ruined my morning. I was hoping it was real.

On Apr.01.2010 at 09:15 AM

JOHN COLUCCI’s comment is:

AMAZING! I am actually extremely bummed that it’s not real.

On Apr.01.2010 at 09:17 AM

CJ’s comment is:

I am very disappointed to remember it’s April 1st.

On Apr.01.2010 at 09:19 AM

Todd Weber’s comment is:

Even if this is an Aprilfoolsian prank, I want the t-shirt and I’m pretty sure I need that coffee mug.

On Apr.01.2010 at 09:24 AM

Kosal Sen’s comment is:

Thee best gag in the history of Brand New. Congrats.

On Apr.01.2010 at 09:25 AM

Devin Gonzales’s comment is:

The new Dunkie looks a little rounder. I’m don’t think this identity would get too far considering most people don’t want to associate their morning indulgence with actually looking like a donut.

On Apr.01.2010 at 09:48 AM

CS Jennings’s comment is:

Could not be more sad that this is not real. For me, the font is a fail, but the Dunkie character is really nice. (I am a fool for Ad Figures, so I am hardly unbiased.) The package design is 100%. I REALLY WANTED THAT MUG!

On Apr.01.2010 at 09:48 AM

Mr. Porter’s comment is:

This “redesign” actually makes me really want to go to Dunkin Donuts in a way that the “previous” logo doesn’t. I shouldn’t have read this post so long before lunch!

On Apr.01.2010 at 09:50 AM

Mr. Porter’s comment is:

And I just realized we don’t even have Dunkin Donuts where I live… sigh.

On Apr.01.2010 at 09:53 AM

Ainsley ’s comment is:

Real or not, I LOVE Dunkie’s representations on the packaging and the t-shirt. Even if DD wasn’t to re-brand, adding Dunkie on their packaging would be nuanced and clever! Who wouldn’t like to look at their coffee and see that little guy winkin’ and smilin’ back?

On Apr.01.2010 at 09:53 AM

Barrett’s comment is:

The original version is genius: http://www.skycrusher.com/hisandhers/index.php?/blog/post/doh_the_history_of_the_dunkin_donuts_logo/

On Apr.01.2010 at 10:02 AM

Von K’s comment is:

Thanks for this—it’s great!

Such nice work—here’s hoping Dunkin’ Donuts sees this and you guys end up with some fun, paid work ^_^.

On Apr.01.2010 at 10:16 AM

Von K’s comment is:

Oh, and ditto on the shirts—if they’re real, I want.

On Apr.01.2010 at 10:17 AM

Austin’s comment is:

Cripes, I want a donut.

On Apr.01.2010 at 10:20 AM

qwertyale’s comment is:

@Dunkie’s Dad’s

I agree. Fat people are so funny and sweet. That’s why I like this logo.

On Apr.01.2010 at 10:23 AM

Antje’s comment is:

April Fool’s or not, actually I like it. You should send the design to the company for real. The current brand is quite boring compared to your concept.

On Apr.01.2010 at 10:25 AM

Daniel’s comment is:

I kinda think this is a pretty cool ‘redesign’. But that font really reminds me of the Tim Hortons logo.
http://www.timhortons.com/us/en/index.html

On Apr.01.2010 at 10:28 AM

soully’s comment is:

Dammit, I want a sprinkles t-shirt!

On Apr.01.2010 at 10:30 AM

Jennifer’s comment is:

I definitely saw this on a designer’s website as an exercise, an exploration of branding. It appears they are in on the hoax and have removed that posting and added this one:

http://largetype.squarespace.com/blog/2010/3/24/dunkin-donuts-mascot-redesign.html

which only has comments from today. Very sneaky.

On Apr.01.2010 at 10:35 AM

Goffredo Puccetti’s comment is:

Actually quite disappointed to think about the date of this posting… :-)
Well done!

On Apr.01.2010 at 10:41 AM

Daho’s comment is:

I was shocked DD was going to do something so cool! (though my first thought was what a loss it was for their brand identity, however lame it is - it has mass appeal.)

Good one! You got me.

On Apr.01.2010 at 10:53 AM

adam’s comment is:

the new “logo” totally loses the visual impact of the old, fat, rounded type.

but i love the sprinkles shirt! haha dd should really start selling this retro merch, people would actually buy it, like the larger, offset mascot shirt and whatnot.

On Apr.01.2010 at 11:01 AM

MSGDS’s comment is:

April Fool’s, but nicely done.

On Apr.01.2010 at 11:08 AM

Essani’s comment is:

I LOVE the sprinkles t-shirt!

On Apr.01.2010 at 11:10 AM

Arthur V.*’s comment is:

it must be an April Fools’ joke, right?

On Apr.01.2010 at 11:19 AM

Bek’s comment is:

lol. for split second I forgot what day it was and you totally had me.

On Apr.01.2010 at 11:23 AM

Bryan’s comment is:

It’s sad that an April Fools joke is a better design than many of the real redesigns as of late…

Epic.

On Apr.01.2010 at 11:30 AM

rek’s comment is:

I like that Dunkie is as obese as his patrons.

On Apr.01.2010 at 11:32 AM

Mike’s comment is:

I hate these April Fool’s posts.

Every year, the fake re-design is in most ways far superior to the current branding. Huge props to whomever pioneered this one.

On Apr.01.2010 at 11:34 AM

jen’s comment is:

Dude. It’s 2010. Get off the Starbucks train. :) + xo

Good joke.

On Apr.01.2010 at 11:39 AM

Luis’s comment is:

I know it’s April Fools, but I actually love the new packaging. Maybe they should do it for real.

On Apr.01.2010 at 11:39 AM

Kalani’s comment is:

I ALWAYS look forward to your April fools post, they’re so great! Fantastic, yet again.

On Apr.01.2010 at 11:43 AM

jason Parry’s comment is:

I wrote a whole long critique and then realized…

i hate april fools.

On Apr.01.2010 at 11:52 AM

Dave’s comment is:

The designer in question’s related blog post is dated March 24th:
http://largetype.squarespace.com/blog/2010/3/24/dunkin-donuts-mascot-redesign.html

Just because it’s April first, why does this necessarily have to be a joke? And if it was, it blows my mind that this is worthy joke material. I think it looks great.

On Apr.01.2010 at 11:54 AM

Mary Shu’s comment is:

You guys are the best, got me!

On Apr.01.2010 at 12:08 PM

gimadi’s comment is:

seriously! is fat!!
happy april fools.

On Apr.01.2010 at 12:18 PM

Jackson’s comment is:

Does anyone else have an actual Dunkin’ Donuts box in their office with the new branding on it? I’m sorta confused now…

On Apr.01.2010 at 12:25 PM

Ty’s comment is:

Please please please be real.

On Apr.01.2010 at 12:28 PM

Darrel’s comment is:

I hate the internet on April 1.

Still, that is a great logo.

On Apr.01.2010 at 12:33 PM

Joshua’s comment is:

At first I wasn’t sure if I liked the “new” identity, but by the end of the article I really am diggin’ it. Makes me actually want to go to DD and I kind of hope the identity branding is real.

BTW, the sprinkle t-shirt makes me think of Dr. Mario. Just saying.

On Apr.01.2010 at 12:33 PM

Kakairo’s comment is:

I read this earlier today thinking “wow, what a bold redesign!”

Later in the day, I thought “wait, why hasn’t Brand New done an April Fools joke this year?”

Yup, totally fooled me this year. Kudos!

On Apr.01.2010 at 12:34 PM

Shawn Green’s comment is:

I so want this to be real. :(

On Apr.01.2010 at 12:41 PM

Travis Ludwig’s comment is:

This “rebrand” has got to have the most positive feedback from any of the others. It is beautifully done. Love the retro feel to it, but still manages to look current. Sorry to see it not come to fruition.

On Apr.01.2010 at 01:05 PM

Michael Sippey’s comment is:

Mmmmm, donuts.

On Apr.01.2010 at 01:06 PM

Andrea’s comment is:

This exercise shows clients what can happen if they actually trust the creatives they hire to work without a committee :)

On Apr.01.2010 at 01:14 PM

Robert’s comment is:

Dunkie makes me happy!

Happy April Fools!

On Apr.01.2010 at 01:23 PM

Dylan D’s comment is:

This might not be a joke. I saw a Dunkin Donuts in Indianapolis last week that was recently redone had all these refresh items done to it…

The pic is a rendering, but the refresh has been completed.

http://images.google.com/imgres?imgurl=http://www.ibj.com/ext/resources/blog/propertylines/uploads/2008/04/dunkin.JPG&imgrefurl=http://www.ibj.com/retro-dunkin-rendering/PARAMS/post/1498&usg=__GGsyOsN4BU2Pj7mtIm0HIfsfEVA=&h=585&w=915&sz=89&hl=en&start=11&sig2=DR2aXRes-cI2KQ4v0Y8knw&um=1&itbs=1&tbnid=uMyhKNmUNDT1RM:&tbnh=94&tbnw=147&prev=/images%3Fq%3Dindianapolis%2Bdunkin%2Bdonuts%26um%3D1%26hl%3Den%26safe%3Doff%26client%3Dsafari%26sa%3DN%26rls%3Den%26ndsp%3D21%26tbs%3Disch:1&ei=e-O0S5izC4i-MsGiqJUJ

On Apr.01.2010 at 01:24 PM

ErikN’s comment is:

I sincerely hope this isn’t an April Fools joke… I think I’d visit DD more often if their redesign was so!

On Apr.01.2010 at 01:27 PM

Mongoose’s comment is:

Hee! I figured it from the get-go, but it’s still pleasant. IT’s exactly the sort of thing they could *do* for retro mech and packaging as a 60th birthday celebration. Well-made and well-played.

—Mongoose

On Apr.01.2010 at 01:28 PM

Kevin’s comment is:

I’m not sure this works. Internationally they are sometimes ‘Dunkin’ Coffee’ so the donut man and 50s Americana font won’t resonate.

On Apr.01.2010 at 01:30 PM

John’s comment is:

LOOKS GREAT!

And to everyone, it’s actually NOT an April Fool’s Joke:
http://largetype.squarespace.com/blog/2010/3/24/dunkin-donuts-mascot-redesign.html

Look at the date of this redesign article.. it was well before April 1st. It actually might be used… maybe it’s just a temporary logo for celebrating 60 years… but I really hope it’s the actual new logo.

On Apr.01.2010 at 01:38 PM

Rene’s comment is:

Love the t-shirts. I would buy the dunkie shirt. Great April Fools.

On Apr.01.2010 at 02:28 PM

sneakrcritiquer’s comment is:

i just had a total freakout, started composing a ‘holy sh*t’ email to everyone i know, then i realized what day it is. brilliant.

On Apr.01.2010 at 03:07 PM

michael scott’s comment is:

This is not an April Fool’s joke.

Did any of you not see the link that says ‘New Dunkie by Matt Stevens’? It’s dated March 24, 2010.

On Apr.01.2010 at 03:07 PM

Nate’s comment is:

Shit, I was about to join the Dunkie fan. Nothing better than eating anthropomorphic donuts.

On Apr.01.2010 at 03:11 PM

Jordan’s comment is:

I actually kind of want that Dunkie shirt. Hahaha. :)

On Apr.01.2010 at 03:11 PM

Mojo’s comment is:

Hey Michael Scott and John… That can easily be fudged. Plus the comments start on April 1st.

On Apr.01.2010 at 03:35 PM

Andy Charly’s comment is:

@ michael scott
Interesting. Either they went really far to make it believable, or the joke is on us. I guess we’ll have to wait to hear from Armin, though the fact that he hasn’t added to the conversation already makes me think it is a joke.

Now that I look closer at Dunkie, I echo the comment about it looking like he’s tripping and falling over, based on the position of the legs and the forward falling action of the donuts on his tray. I think a more leaned-back running pose would have been better, but that’s all.

On Apr.01.2010 at 03:41 PM

Paul’s comment is:

Bad news, folks - it’s not real.

Check out:

http://joshpremuda.com/2010/03/12/dunkin-donuts-fake-rebranding/

That links to Matt Stevens’s site and the *original* entry about his DD rebranding:

http://largetype.squarespace.com/blog/2010/3/4/daydream-rebrand-dunkin-donuts-part-01.html

In addition there’s another link from here:

http://www.draplin.com/2010/03/post_679.html

Nice job on covering the tracks! But Google won. I wish it were true.

On Apr.01.2010 at 03:41 PM

John Mindiola III’s comment is:

Hot biscuit. I’m SUPER glad I read the comments of others today. I almost crapped my pants.

On Apr.01.2010 at 04:05 PM

Emma’s comment is:

This is a good look but a bad idea. April Fool’s?

On Apr.01.2010 at 04:11 PM

Aaron Smith’s comment is:

The best I’ve seen all year.

On Apr.01.2010 at 04:12 PM

Chuck Spidell’s comment is:

The coffee cup gave it away. Right on. Very nice!

On Apr.01.2010 at 04:20 PM

Mark’s comment is:

The joke made me realize what a good idea it would be to have a coffee cup embedded in their logo/mascot somewhere. It connects the viewer to a big part of their business now.

Now I’m hungry … Dunkie won’t mind a missing a leg, will he?

On Apr.01.2010 at 05:11 PM

Austin’s comment is:

As with Verizon from last year, I reeeally wish this would actually happen

On Apr.01.2010 at 05:25 PM

Benn’s comment is:

That was so unbelievable that I actually believed every word of it. I was so shocked by the design that I had made up my mind to comment on how backwards it was. :-)

Well done! Your the first to have caught me all day!

On Apr.01.2010 at 05:26 PM

derek’s comment is:

this was a cruel joke, my initials are “DD” and i love dunkin’s history, so i TOTALLY believed this.

Got Me ;-)

On Apr.01.2010 at 05:36 PM

Ray Marrero’s comment is:

Most elaborate april fools to date, kudos!! But on a more serious note, i would totally wear the sprinkles t-shirt, for sure!

On Apr.01.2010 at 05:51 PM

Grant’s comment is:

Shame this had to be an April Fool’s joke, it really is great. However, there are a few things that do seem off about it. The font is inconsistent, and the angles on Dunkie’s arms & legs bother me.

On Apr.01.2010 at 05:58 PM

gus’s comment is:

looks very amateur, im sure its a joke.

love the last tshirt though.

On Apr.01.2010 at 06:45 PM

morris’s comment is:

The old (’60s/’70s?) logo on this (official) retro shirt is pretty cool:

https://www.dunkindonuts.com/shoponline/Product.aspx?CategoryId=MERCH&GroupId=APP77

On Apr.01.2010 at 07:10 PM

frank_graph’s comment is:

great look and tasty
this new packaging look funny and friendly

dunkie is too much

On Apr.01.2010 at 07:50 PM

Katey’s comment is:

Funny, but were you aware that the stores are ACTUALLY peppered with ‘vintage’ logos right now for the anniversary?

On Apr.01.2010 at 08:09 PM

Kris Robinson’s comment is:

Haha well done.

On Apr.01.2010 at 08:57 PM

Phenomena’s comment is:

i always thought that dunkin donuts`s identity was very good made …but this new…look..i don`t feel it … at all.. :/

On Apr.01.2010 at 08:58 PM

matt’s comment is:

wow. great design. wish it was real.

On Apr.01.2010 at 11:35 PM

nuvs’s comment is:

Sorry folks, but it is an April Fool’s joke. Matt Stevens admitted it—he updated his 3/24 post with the following:

“Update on Thursday, April 1, 2010 at 11:15PM by Matt Stevens
This was created to support an April Fool’s post over at Brand New, which was inspired by the Design Exercise I did rebranding Dunkin. Confusing I know, but the main thing is…this isn’t real. It was all in fun.”

(See http://largetype.squarespace.com/blog/2010/3/24/dunkin-donuts-mascot-redesign.html )

Armin, this was a lot of fun, and your best 4/1 joke yet!

On Apr.02.2010 at 12:13 AM

Xav’s comment is:

All the people saying it looks amateurish should stop pretending to be too cool for school and/or have their head examined.

I’m not ashamed to say I fell for it. Great work.

Oh, and I want that shirt!

On Apr.02.2010 at 12:26 AM

Zanda’s comment is:

Dig the cleaned up script
Hate the character (too complicated and not elegant)
Like some of the roll-out elements
Adore the color combination (reminds me of the sixties/seventies)
Love the April Fool’s joke

On Apr.02.2010 at 02:32 AM

Katie’s comment is:

They really should make that sprinkle shirt. It’s adorable. What a shame I won’t be able to have it.

On Apr.02.2010 at 02:59 AM

Malcolm Bastien’s comment is:

I want that sprinkles shirt!

On Apr.02.2010 at 07:54 AM

Craig’s comment is:

Humbug. This isn’t a very good April Fool because you simply did too good a job on it. It looks perfectly plausible as a corporate redesign. The best April Fool reels you in by looking just plausible enough to believe, but then gets progressively wilder and wilder until there’s no way in Hell a sane person could believe it…or could it just possibly be true? I mean, it seemed so believable at first…

As redesigns go, I would think the negatives would be too heavy, in that the script would be insufficiently striking to a motorist driving by on the morning commute, and the mascot, while charming, is far too portly for the 21st Century: sort of lets the cat out of the bag about what you’re eating. But it’s plainly a slick, professional concept.

On Apr.02.2010 at 09:06 AM

Dunkie's Dad’s comment is:

Thanks everyone for all of your great comments. I have appreciated all the kind words and the thoughtful critiques. It was a lot of fun to work on and amazing to see all the response. Thanks Armin for picking it up and creating such an amazing post.

On Apr.02.2010 at 09:36 AM

Adam K.’s comment is:

GREAT job on the “redesign” to whoever made it. The logo and font I think are great, but the design of the packaging and peripheral objects is phenomenal. DD should steal that.

On Apr.02.2010 at 09:43 AM

Deg’s comment is:

Argh! I fell for it! Great design!

On Apr.02.2010 at 10:10 AM

Fitz’s comment is:

I would totally wear that sprinkles shirt. In a heartbeat.

On Apr.02.2010 at 10:21 AM

adam’s comment is:

in regards to everyone commenting on how “this fake redesign is so much better than all the other redesigns as of late” …

maybe because there was no client involved here? to take nothing away from this cats experimentation and design work here (which was a pretty well executed exercise) … but come on — arent we all working professionals here? this is design for designers.

ill bet almost all these “horrible” redesigns start off in a great direction like this but once the client (or egad —— the committee!) gets a hold of it … well, you all know what kind of outcome that usually has.

On Apr.02.2010 at 11:02 AM

Kate’s comment is:

I loved the mug so much, I actually went to the Dunkin Donuts website to see if I could buy it before I started reading through the comments. Well played. And Dunkin Donuts? You should make the mug. Just sayin’.

On Apr.02.2010 at 06:11 PM

Sab’s comment is:

The best and most beautiful April’s fool ever! But, anyway, is a fantastic redesign, inspired in the past. Simply wonderful.
Cheers for Mr.Stevens, congratulations.

On Apr.02.2010 at 08:29 PM

Schrumpfschlauch’s comment is:

Happy Birthday

On Apr.05.2010 at 03:46 PM

dc’s comment is:

I love it! The script is okay, goes well with Dunkie but falls flat on its own.

On Apr.09.2010 at 08:27 PM

Blonde’s comment is:

I just found this… brilliant!

On Apr.12.2010 at 06:52 AM

Mark’s comment is:

I really like the rebrand, but the strength of the color scheme comes from both the orange and the pink being used together. I don’t like the brown/orange and the brown/pink.

On Apr.26.2010 at 12:11 AM

trobs’s comment is:

Man, when I saw that hot coffee cup, I bugged out. AWESOME.

On Jun.03.2010 at 10:57 AM