The Baskin-Robbins logo hides the number 31 in the letters of its initials.
The pink portions of the B and BR-related lettering form the digits 3 and 1. The number refers to the company’s original promise of 31 ice-cream flavors, one for every day of the month. The idea suggested that customers could try a different flavor each day rather than repeatedly ordering the same choice.
Baskin-Robbins was founded in 1945 by Burt Baskin and Irv Robbins, who merged their separate ice-cream businesses. The hidden-number design became especially associated with a logo introduced in 2005, when the initials were arranged so the digits could be seen more clearly.
The number is a brand slogan and visual reference, not the total number of flavors available worldwide today. Modern shops may offer many more or fewer choices depending on country, season, and stock.