Dairy Queen

My Role

Market Research
Brand Design
Iconography

My Team

Elijah Hassan
Ibtida Hasib
Genevieve Puglissi

Duration

4 Months

Tools

Figma
Miro
Adobe CC

The Problem

The main challenge facing Dairy Queen is the perception of being retro, which means being perceived as old and outdated, potentially limiting accessibility to a broader audience.

The Solution

Dairy Queen wants to spread a savorous impression in a whimsical way. Rebranding allows elevating their look to match their lively vibe, creating a more welcoming environment.

Research & Analysis

Brandscape Audit

We undertook extensive research to analyze current trends, gather insights, and evaluate competitors. I also researched into understanding the brand's personality, positioning statement, and visual identity.

Primary Logo

Our primary logo says the whole wordmark: the jester hat glyph making it memorable. It is designed to remind customers of our hospitality and fun nature, while the saturated blue of the coolness. We show symmetry through our logo to represent our consistency and rounded edges to look approachable and friendly. Our primary logo should never be used on a dark background. Only 2 of the secondary logos may be used with white fill.

Secondary Logo

There are 3 variations of our brand mark: The Dairy Queen logo is composed of two elements: the symbol and the Dairy Queen logotype. These two elements maintain a fixed position and size relationship that should not be altered.

Brand Colors

Color is a powerful way to express mood or feeling. Our color palette was chosen to help communicate the mood, feeling, and tone of our brand identity. These colors are unique and reflect key attributes of the personality in an enduring and recognizable way. Together, Chocolate Brown and Cool Blue comprise our primary color palette.

Brand Typography

Dunkin Sans was selected as the primary typeface for all headlines and subheads in the visual identity system and should be used in all communication materials. Our secondary typeface, Alwyn New Rounded, should be used in body copy and other secondary texts. Both font families offer a range of weights and sizes to help reflect our brand personality with confidence and clarity in all our communications.