Dunkin' finally rides the 67 wave (really?)

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OK, so it ended up happening. You know the 67 craze? The one that exploded last year and basically had a non-definable meaning? Yes, that one? Well, seems Dunkin' woke up and smelled the coffee (silly pun, I know) and here it is now riding the wave, a bit too late perhaps, but this is a case of better late than never I presume. Now, there are those who are glad that Dunkin' finally took the plunge and those - OK fine, me - who are too tired about brands just jumping from one hype to another when honestly all you want is that coffee to start your day (and those not diabetic like me, a donut with it) without actually complicating our lives and waiting for the next wave of approved (fake) hipness from the top brass.

I for one am tired of it, with brands associating themselves with literally anything that looks like a trend, or like a celebration, or anything "eventful" etc... It gets tedious and boring and brands end up looking "de trop" and very opportunistic.

Dunk in - is this even legal and doable?

Well, it is a marketing fact - you rarely, if ever, resort to distorting your logo (some applications are permissible - lately Coca-Cola did it to indicate its cans can be crushed and recycled, ArabAd did it when Gibran Tueni and later Walid Azzi passed away with ArabSad, but examples are too far and in between). So this caught me aback, and again I stand corrected - Dunk In. Not Dunkin' (formerly known as Dunkin Donuts). So I am rather perplexed if this is even "legal" and doable. on the upside, we all know the brand. On the downside, the logo is distorted. Interestingly, the original logo is nowhere to be found.