Task 2
COLOR
AFFECT
Color
Psychology
Figure 1 : Baskin Robbins Logo
(new)
History
Of Baskin Robbins
Baskin-Robbins
is one of the most popular chains of ice cream parlors in the world. The
corporation was established in 1953 by Burt Baskin and Irv Robbins, after the
merger of their individual ice cream parlors, in Glendale, California. It is
known to be the largest ice cream company all over the world, situated in more
than 5,800 areas, out of which 2,800 are to be found in the US. The
Baskin-Robbins ice cream parlors were introduced as individual business
enterprises by Burt Baskin and Irv Robbins, who founded Burt’s Ice Cream Shop
and Snowbird Ice Cream respectively. Snowbird Ice Cream offered 21 flavors,
which was a unique offering of that time. When these separate companies joined
hands in 1953, the idea of 21 flavors was extended to 31 flavors.
Baskin-Robbins is widely famous for its “31 flavors” slogan. (Creative, 2012)
In 1953, Baskin Robbins has been promoting their product
by using the slogan "Count of Flavors". This means 31 flavors of
Baskin Robbins has ice cream and more number of seasonings than flavors offered
by the famous Howard Johnson restaurant which is only 28 flavors offered. The
owner of the restaurant ice cream Baskin Robbins, which argue that Irv's and
idea and concept is very effective for promoting their brand. They have made a
concept which provides the customer with a sample flavors using a small scoop
pink and thus customers who come can taste all the flavors available and make a
choice of which flavors they love. Because the ideas and concept, it has become
one of the symbolic in the Baskin Robbins logo. (Creative, 2012)
The Baskin-Robbins ice cream parlors were introduced as
individual business enterprises by Burt Baskin and Irv Robbins, who founded
Burt’s Ice Cream Shop and Snowbird Ice Cream respectively. Snowbird Ice Cream
offered 21 flavors, which was a unique offering of that time. When these
separate companies joined hands in 1953, the idea of 21 flavors was extended to
31 flavors. Baskin-Robbins is widely famous for its “31 flavors” slogan. Nearly
three-quarters of a century ago, two brothers-in-law shared a dream to create
an innovative ice cream store that would be a neighborhood gathering place for
families. Burton "Burt" Baskin and Irvine "Irv" Robbins had
a mutual love of old-fashioned ice cream and the desire to provide customers a
variety of flavors made with ingredients of the highest quality in a fun,
inviting atmosphere.
(Welcome
To The World Of Baskin-Robbins (Our History, 2015)
- Burt Baskin
Figure 2 : Burt Baskin
Business
Magnate. Together with his brother-in-law, Irving Robbins, he founded the
Baskin Robbins 31 Flavors Ice Cream chain. In 2004, Baskin-Robbins served over
10 million customers per week around the world. (Walker,
2000)
- Irv Robbins
Figure
3 : Irv Robbins
Entrepreneur. With Burt Baskin he
co-founded the Baskin-Robbins ice cream chain in 1945. They also pioneered in
franchising their stores. Famed for its "31 flavors" concept,
Baskin-Robbins now has over 5500 outlets around the world. Robbins was born in
Winnepeg, Manitoba, Canada, and raised in Washington state. (Edwards, 2000)
They started out in separate
ventures at the advice of Irv’s father. In 1945, Irv opened Snowbird Ice Cream
in Glendale, California. His store featured 21 flavors and emphasized
high-quality ice cream sold in a fun, personalized atmosphere. A year later,
Burt opened Burton's Ice Cream Shop in Pasadena, CA. By 1948, they had six
stores between them. This concept eventually grew into Baskin-Robbins. (Welcome To The World Of Baskin-Robbins (Our History,
2015)
Figure
4 : Snowbird Ice Cream
Burt and Irv
recognized that to maintain the high standards they set in the beginning, each
store would require a manager who had an ownership interest in its overall
operation. Even though they didn't realize it at the time, the two founders had
pioneered the concept of franchising in the ice cream industry. In 1949, there
were more than 40 stores in Southern California when Burt and Irv purchased
their first dairy in Burbank. This business decision allowed them to have
complete control over the production of their ice cream, and the development of
new ingredients and flavors. (Welcome To The World Of Baskin-Robbins (Our History,
2015)
Figure
5 : Burston’s Ice Cream
- 1953
That
the ice cream chain dropped the separate identities of Snowbird and Burton's
and became Baskin-Robbins. A local advertising agency, Carson/Roberts, advised
a uniform identity and image under the name Baskin-Robbins 31 Ice Cream. Their
recommendations included the "31®" logo to represent a flavor for
every day of the month, Cherry (pink) and Chocolate (brown) polka dots to be
reminiscent of clowns, carnivals and fun and lastly, the use of cartoons to
bring their flavors alive with personality to graphically highlight the name
and delicious ingredients. With this over-arching branding, Baskin-Robbins'
iconic pink spoons were created with the belief that people should be able to
try any of their many flavors without cost. (Welcome To The World Of Baskin-Robbins (Our History,
2015)
Figure
6 : The Baskin Robbins Logo
Bibliography
Creative, A. (2012). Baskin-Robbins Logo. Famous
Logos.
Edwards, B. (2000). Irv Robbins. Find A Grave.
Walker, J. (2000). Burto Baskin. Find A Grave.
Welcome To The World Of Baskin-Robbins (Our History.
(2015). Baskin-Robbins.com.
No comments:
Post a Comment