Founded in 1945, Baskin-Robbins is the largest ice cream chain in the world. But with growth, came dilution: big had become boring at age 75. Under the creative direction of James Taylor, Jones Knowles Ritchie redesigned the look and feel of the brand, guided by the chain’s playful, optimistic and pioneering nature. The design team focused on the joy of experimentation and variety, imploring people to “Live Flavorfully.” This included redrawing the familiar 31 symbol in order to treat the number as a canvas for flavor expression. Other key elements of the redesign: a custom typeface based on the characteristics of the 31 symbol developed in collaboration with type foundry Face 37; expansion of the recognizable pink and blue color palette with the introduction of a clean sophisticated white and a sprinkling of color; and 31 mini-identities to celebrate each flavor and underscore the range of eclectic offerings. JKR did choose to retain some of the best-known visual equities — paramount among them the pink spoon — to strike a balance for consumers between the comfort of nostalgia and the excitement of new experiences.