National DCP

Branding

This national supply chain management co-operative was seeking to rebrand as they diversified their essential business.  The challenge: retain a connection to their core business – as a $2 billion purchasing cooperative serving more than 7,500 Dunkin’ Donuts franchisees – while also establishing a unique corporate identity to support future growth. We retained the highly recognizable Dunkin’ orange to honor the connection to the beloved consumer brand. We then built a color palette that reflected the NDCP’s reliability and nationwide territory. The final logo evokes a map, and plays off NDCP’s core business of supplying businesses across the country. The arrowhead establishes a strong forward direction, depicting the true course of this established but ever innovative company.