Dunkin’ Donuts’ Sign Slip

Apostrophe Proposities

October, 21, 2008 , by Jedidiah

Is Dunkin’ Donuts claiming that it owns 222 Glenwood or was it a simple contractor mistake? Either way, it looks like an apostrophe has been misplaced in their new Glenwood store signage.

There is a rule of thumb that states; measure twice, cut once. I’m not one to put every comma or apostrophe in the right place, nor am I a spelling wiz (I’ve probably already fumbled a couple in this article). But, when it comes to a corporate company sign (and a massive one at that), it looks like someone would notice a slip in the punctuation. From the designer, to the contractor, to the company, no one has…yet. It’s even spelled correctly about five times on various banners and “life-size” coffee mascots just inside the front windows.

The company Dunkin’ Donuts currently spells its name with an apostrophe at the end of the slang Dunkin’. From my knowledge, no Donuts own the building, and I’m quite sure the company is renting the space. No ownership there either. It’s common practice for many to pronounce Belk, JCPenney or many other retail and restaurant chains with a possessive “S” when they actually lack it, but it’s humorous to see a slip on this scale.

The punctuation slip can be seen as a simple misfortune. Everyone makes mistakes and surely the corporate headquarters in Canton, Mass. will strike the gavel for a change order on this one. But, the scale of the sign is a different story. You could see the Dunkin’ Donuts sign from about a half mile away and the reality is that Glenwood South is only about 25 feet wide. No distance reading needed. Their neighbor hairdos has the right idea with small, simple, and elegant black signage that compliments the red brick wall.

But, isn’t that the role of the local business versus the megabucks corporate? Bigger, Stronger, Faster….Whatever sells the most coffee and calorie-laced donuts, not whatever respects the current surroundings. Note to Tobacco Road and European Espresso Cafe, in the case of your upcoming signage: measure twice, cut once.

One last note - the conventional spelling of Donut is actually Doughnut, but who’s keeping score. May the spelling and punctuation correction commence.