In 2018, Dunkin’ adopted the shorter brand name Dunkin’ after dropping “Donuts” from its official branding.
The company had long been known as Dunkin’ Donuts, a name that emphasized its original doughnut-shop identity. The rebrand reflected a broader menu that included coffee, breakfast sandwiches, baked goods, and other drinks.
The shortened name was introduced first in the United States and became part of a wider modernization of the chain’s visual identity. The familiar orange-and-pink colors and coffee-cup imagery remained central to the brand.
The change did not mean that doughnuts disappeared from the menu. Dunkin’ continued selling doughnuts, but the new name presented the business as a beverage and quick-service restaurant brand rather than only a doughnut chain.