Clever message found in Baskin Robbins logo that's blowing people's minds

American icon Baskin Robbins has amassed an army of loyal fans thanks to its delicious ice creams - and the power of its instantly recognisable logo.

Building brand awareness and visibility is imperative for drawing in customers and creating global recognition - something many companies strive for. Richard Lau, president of LOGO.com, an industry leader in logo design and marketing strategy, said: "Businesses cannot overlook the value a great logo holds; they are the connection between a company and potential customers, and what customers will remember most."

Baskin Robbins, the largest chain of ice-cream specialty shops in the world, has found success with a logo that holds a secret message. The emblem cleverly hides a numeric code linked to its old slogan - "31 flavours."

The pink segments of the letters B and R craft the number '31', symbolising the brand's original concept of offering a unique ice cream flavour for each day of the month. Today, the ice cream giant boasts over 1,400 different flavours.

Lau continued: "In today's competitive market, companies need to grab consumers' attention quickly and leave a lasting impression, which the Baskin Robbins logo does incredibly well."

The logo has prompted lively discussion on social media, with many taking to X - formerly known as Twitter - to share their thoughts on the subliminal message. One surprised fan said: "THERE’S A 31 IN THE BASKIN ROBBINS LOGO!!!!!!!!!"

One person couldn't believe it had taken them so long to spot it. They penned: "Why am I just noticing the Baskin Robbins logo has a 31 in it as in for 31 flavours". One individual admitted: "I didn’t know that the Baskin Robbins logo had 31 in the logo until about a month ago."

Another fan of the design confessed: "I think about the Baskin Robbins logo at least once a week. I’m a broken record pointing it out to people. The 31 being incorporated into the BR is the best graphic design job".

A different user chimed in with: "I'ma let you finish, but the '31' hidden in Baskin Robbins is the cleverest logo of all time", which led to another person admitting: "I've never noticed that before... I can see clearly now."

However, not everyone agreed, with one responder heaping praise on other company logos instead: "I'm partial to the arrow in the Fedex logo, or the A-to-Z arrow/smile in the Amazon logo. I guess I just like arrows in logos."

Fact-focused account @InfoPedia_eth explained: "Baskin-Robbins is famous for offering 31 flavours of ice cream—one for every day of the month—and this fact is subtly hidden within their logo.

"The pink '31' is cleverly embedded in the initials 'BR', symbolising the endless variety the brand promises. It’s a smart visual trick that emphasises their brand promise with a touch of fun and vibrancy."

Despite now offering more than 31 flavours, Baskin Robbins continues to feature the numbers in its logo, even in newer designs.

Richard Lau concluded: "A well-crafted logo is one of the most effective tools to represent the brand but also communicate a deeper message that resonates with consumers on a subconscious level. These logos don’t have to be genius breakthroughs to make an impact.

"Even small businesses can influence their potential clients with a well-crafted design that aims to embed themselves in the minds of your customers for a very long time. A good logo will continue to produce results over the long term and become a recognizable image within your target market, cementing your status as an industry leader and innovator."