Dunkin’ Donuts, Canton, Mass., unveiled new branding that changes its name to Dunkin’, effective January 2019.

The new branding conveys the company’s focus on serving coffee fast, while retaining the brand’s pink and orange colors and iconic font. Beginning the first of the year, the new branding will appear on packaging, as well as the company’s advertising, website and social channels. Going forward, the new “Dunkin’” logo will also be featured on exterior and interior signage on all new and remodeled stores in the United States, and eventually, internationally. The brand tested the new logo extensively, including on exterior signage at Dunkin’ locations featuring its next generation design concept over the past year.

“Our new branding is one of many things we are doing as part of our blueprint for growth to modernize the Dunkin’ experience for our customers,” says David Hoffmann, chief executive officer of Dunkin’ Brands and president of Dunkin’ U.S. “From our next generation restaurants to our menu innovation, on-the-go ordering and value offerings, all delivered at the speed of Dunkin’, we are working to provide our guests with great beverages, delicious food and unparalleled convenience. We believe our efforts to transform Dunkin’, while still embracing our incredible heritage, will keep our brand relevant for generations to come.”

“By simplifying and modernizing our name, while still paying homage to our heritage, we have an opportunity to create an incredible new energy for Dunkin’, both in and outside our stores,” says Tony Weisman, chief marketing officer, Dunkin’ U.S. “We are bringing the iconic name Dunkin’ to the forefront in a bold way that brings to life how we refill optimism with each cup and bring fun, joy and delight to our customers each and every day.”

The new branding, developed in partnership with Jones Knowles Ritchie (JKR), New York; BBDO New York, New York; and Arc Worldwide, Chicago; is one part of Dunkin’s multi-faceted blueprint for growth. Recent initiatives have included a simplified menu, a greater emphasis on beverages like iced coffee beverages, the introduction of Donut Fries, an increasing emphasis on on-the-go mobile ordering and the introduction of Dunkin’s next-generation design concept.

And, although the word “donuts” will no longer appear in the logo or branding, donuts will remain a significant focus for the brand.