Crumbl is ditching cookies—in its logo

The cookie chain unveiled a brand refresh this week that goes big on the pink and features a simplified logo that does away with the word “cookies.”
Crumbl logos
Crumbl's new branding goes big on pink and does away with the word "cookies." | Image courtesy of Crumbl.

Crumbl is ditching cookies. Sort-of.

The Utah-based cookie chain unveiled a brand refresh on Tuesday that features a new color scheme and changes the logo. The logo does away with the classic “Bakerhead” as well as the word “cookies.”

The logo simply says “Crumbl” in black, in its own new font, over Pantone Crumbl Pink, its own version of pink that was created earlier this year.

The fast-growing cookie chain, which has gone from zero locations to more than 950 in just six years, wants to maintain its relevance. The company called it “a strategic move to stay current and connect with its audience.”

The brand refresh will take place in the coming months, Chief Branding Officer and cofounder Sawyer Helmsley said in a statement. “This is not a complete rebrand, but rather enhancements to the brand we’ve built a solid foundation upon.” He said the point was “to infuse new life and energy into Crumbl while maintaining our core values.”

The company kicked off its refresh with an updated app icon and social media profile, along with a few social media posts and an official announcement from Hemsley.

Crumbl has been one of the fastest-growing chains in the country over the past six years, growing through an aggressive franchising strategy. CEO Jason McGowan recently said at the Global Restaurant Leadership Conference in November that the company plans to slow its growth in the coming years as its moves into its next phase.

The company is known for a rotating menu of six typically large cookie varieties as well as simplified branding and its bright pink packaging.

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