Randolph-based Dunkin’ Donuts, the coffee and doughnuts, muffins and bagels chain that operates more than 3,500 outlets across the US, has unveiled a new corporate logo.

The new logo, the first time it has been changed in 20 years, adds to the pink and orange nameplate an image of a steaming cup of coffee.

Ken Kimmel, VP of the chain, explained that the new logo should help encourage new customers as the brand expands into new markets, by emphasising the availability of coffee, as well as doughnuts. This will also enable the business to stand up more firmly to sector competitors such as coffeehouse giant Starbucks.

“While coffee and doughnuts are core to our business, neither stands alone,” he told the Boston Globe: “The new logo will move us forward in our brand transformation efforts.”

Repositioning Dunkin’ Donuts as a coffee house as well as a doughnut chain yielded positive financial results. US sales were up 8.3% to US$2.5bn, for the full fiscal year ended 31 August. The figure was 40% than results in 1997.

Dunkin’ Donuts, which was acquired by UK company Allied Domecq in 1990, is now planning to “accelerate the pace” of store openings, Kimmel added, revealing that last year the chain opened 180 new shops.

Customers will soon notice the new logo on cups and napkins. It will shortly become evident in the company’s advertising campaign, before being gradually rolled out in the new and remodelled outlets.