The Hidden Detail on the Baskin Robbins Logo You Never Noticed Before

Can you spot the Baskin Robbins logo's clever "secret"?

I scream! You scream! We all scream for 31 flavors of ice cream! The popular ice cream chain Baskin Robbins is known for their long list of delicious flavors and pink spoons. But have you ever taken a closer look at their logo? There’s something hidden in it, and they aren’t the only ones. There are many secret messages hidden in company logos that you may not have noticed before, including Starbucks and 7-Eleven. So what’s hiding in the Baskin Robbins logo?

The history of the Baskin Robbins logo

Ice cream runs in this family. When Burt Baskin opened Burton’s Ice Cream Shop in Glendale, California, in 1945, it only took another year for his brother-in-law, Irv Robbins, to open his own ice cream shop in Pasadena. Unsurprisingly, it didn’t take very long for the two to merge their businesses.

Baskin and Robbins created Baskin Robbins in 1953. Their shop offered 31 flavors so visitors could theoretically come back each day of the month for a new flavor. At the time, it was rare to offer as many flavors as they did and they wanted to brag about it in their logo and on their storefronts. The number 31 proudly stood out from the name with “31” written above “Baskin Robbins Ice Cream.”

This remained the signature logo for Baskin Robbins until 1991, when the names “Baskin” and “Robbins” sandwiched the number 31. This is also when they first began the pink and blue color scheme. Learn why so many logos use red (like Coca-Cola) in their branding and how other colors may influence us.

The history of the Baskin Robbins

Where is the 31 in the Baskin Robbins logo now?

The logo was most recently modernized in 2006, but it still includes the number 31. It’s just hidden. Now that you know that, can you see it? The pink parts of the B and R make up the number 31. All of the hard work Burt and Irv put in is still shown in their logo today. Although 31 flavors isn’t as breathtaking as it was all those years ago—Baskin Robbins has actually created over 1,000 flavors as of today—the 31 still remains an integral part of the company’s roots.

It’s OK that you were too consumed with your ice cream to notice this fun quirk. We were too. Next, see how your personality traits are linked to your favorite ice cream flavor.

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Morgan Cutolo
Morgan is an Associate Editor at Reader’s Digest. She graduated from the University of New Hampshire in 2016 where she received her Bachelor of Arts in Journalism. She writes for, helps lead the editorial relationship with our partners, manages our year-round interns, and keeps the hundreds of pieces of content our team produces every month organized. In her free time, she likes exploring the seacoast of Maine where she lives and works remotely full time and snuggling up on the couch with her corgi, Eggo, to watch HGTV or The Office.