It’s been 16 years since Baskin-Robbins updated its branding and the Canton, Massachusetts, ice cream chain was in need of a major refresh. To mark its 77th year in business, the chain, which spans more than 7,700 stores worldwide, is making changes to its logo and selling merchandise for the first time in a newly-created ecommerce store.

As part of “Seize the Yay,” the company’s latest campaign to celebrate the importance of honoring small, jubilant moments, all branding and products feature an updated logo. The new logo still highlights No. 31 to reflect Baskin-Robbins’ 31-flavor concept, or the notion of offering a different flavor for each day of the month. However, its typeface has grown up from the playful-looking font from before and new color schemes include brown and blue, pink and white, and brown and pink.

Baskin-Robbins’ ecommerce store features limited-edition, branded wearables, like socks, shirts and hats, as well as merchandise including a skateboard, bicycle, beach towels, slides and scrunchies.

Here are three of the limited-edition items being featured.

The Pink Spoon Socks are designed with an all-over print of pink spoons, an ode to the chain’s signature small pink, plastic spoons used for sampling ice cream flavors. Made from a tri-blend of cotton, nylon and spandex, they’re available in one-size-fits-most.

The ‘Be Happier’ Sweatshirt, available in tan, comes with a complementary pair of ‘Be Happier’ Joggers and features the words “be happier” written on the chest, with the letters “B” and “R” highlighted to represent Baskin-Robbins, and featuring the brand logo on the upper-left sleeve. The standard-fit pullover features ribbing at the neck, cuffs and waistband, with a woven label, and is available in sizes S-XL.


The Baskin-Robbins ‘31’ Joggers highlight the brand’s 31-flavor model as the first and only ice cream chain in the world to adapt such a concept. Featuring an all-over print of the No. 31, the sweats are made from a durable cotton fleece and the interior of the fabric is moisture-wicking, antibacterial and absorbent. Details include an elastic waistline with drawcord and two side pockets. Available in sizes XS-XL.