Originally published in The Weekly Packet, April 18, 2013
Sign change for donut shop to include corporate colors
by Rich Hewitt
The sign for the new Dunkin’ Donuts shop on South Street will feature the standard corporate colors after all.
Developer Chuck Lawrence told the town’s planning board earlier this month that, after arm wrestling with Dunkin’ Donuts corporate headquarters, he will have to change his plans for the sign.
Lawrence said he had planned to use an older sign that used a maroon background with dull gold lettering, the company’s anniversary design which were similar to the colors on the TradeWinds Market sign across the road. Dunkin’ Donuts, however, no longer uses that color combination, and company officials insisted that the current pink and orange logo be used in the sign.
Part of their argument, Lawrence told the board, was that other chain businesses in the area, such as Subway, Rite Aid and Napa, had not been required to change their corporate logos.
The local Dunkin’ Donuts sign will be modified somewhat, Lawrence said.
“We’ve tried to respect the community,” he said. “I think the sign, as a whole, looks nice.”
He has removed the words “drive thru” from the sign and has added a dark brown border around the sign.
“That softens it a little,” he said. “It gives a little character to the sign.”
The change in the sign did not require formal approval from the planning board, but the board did vote to recognize the new information regarding the sign.
Meanwhile, construction on the Dunkin’ Donuts building, which also will include two other retail spaces, is moving along well, according to Lawrence. He plans to open the donut shop this summer.