“Dunkin Donuts” which is soon to be “Dunkin” is in the process of rebranding itself by 2019 after a year long testing phase that includes one Santa Clarita franchise location.

As a way to test the new branding direction, “Dunkin Donuts” posted exterior signage reading “Dunkin” on multiple franchise locations across the nation that include the Santa Clarita based location at 26441 Bouquet Canyon Rd, Santa Clarita, CA 91350.

“Its (Dunkin) new and its fresh and it doesn’t take away from who we’ve been or who we are.” Katherine Parrotto, Dunkin’ Donuts’ area manager said. “‘It just gives it a new spin on it.”

Since “Dunkin Donuts” at 27125 Sierra Highway is a drive through and the “Dunkin” at Bouquet Canyon Road is not, area management have not compared sales in the last year to gage whether the name change has made an impact to sales, according to Katherine Parrotto, Dunkin’ Donuts’ area manager.

Parratto says that the new branding is a good direction for the company.

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“There’s a lot of crossover so it didn’t seem to really have a big impact, people seem to have understood.” Parrotto said.

The company expects to make a complete branding transition by January, 2019, starting with the name ‘Dunkin’, according to a “Dunkin Donuts” news release. Its plan is to market itself with a renewed vision to provide, “great beverages, delicious food and unparalleled convenience.”

Beginning January, the new name will appear on packaging, as well as the company’s advertising, website and social channels, according to the news release. The new “Dunkin’” logo will also be featured on exterior and interior signage on all new and remodeled stores in the U.S. and, eventually, internationally.

New branding will allow the company to focus on its message to serve great coffee fast, while still retaining its familiar pink and orange colors and iconic font, introduced in 1973, according to company officials.

“We are bringing the iconic name Dunkin’ to the forefront in a bold way that brings to life how we refill optimism with each cup and bring fun, joy and delight to our customers each and every day.” said Tony Weisman, Chief Marketing Officer of Dunkin’ U.S.

As “Dunkin Donuts” transitions away from its use of the word, “donuts” — which will no longer appear in the logo or branding — the company intends to have donuts remain a significant focus for the brand, according to the company news release.

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