What's in a name change

摘要

Did you know Google, the world's most-recognized search engine was founded under the name "BackRub" in 1996 and was, mercifully changed two years later? Company names and logos flip and flop more than you might think, and for a wide variety of reasons. This past month, an iconic food business, Dunkin' Donuts, announced plans to shorten its name to reflect the evolution of the company's current and future offerings. By dropping the "Donuts" part of the name and removing the donut in its logo, the company claims it's opting for a more modern, simpler and shorter moniker. Tony Weisman, chief marketing officer of Dunkin' U.S. said the company's pink and orange colors, which date back to 1973 will not change and neither will the company's emphasis on offering customers the donuts and coffee that have helped make it famous. "We're all about serving great coffee fast," Weisman said. "But we're also about donuts and baked goods and breakfast sandwiches."