Dairy Queen (DQ) is known for more than just its tasty treats like Dilly Bars, Blizzards, and chicken strip baskets. Its iconic red logo is as recognizable as Starbucks. But what’s the story behind it? History of Dairy Queen Dairy Queen first opened in 1940 in Joliet, Illinois, with a soft-serve menu. By the 1950s, hot food was added, and the logo started with bold text on a blue background spelling “Dairy Queen.”

Logo Evolution In 1960, the logo transformed into a red shape resembling lips, with the words “Dairy Queen” in white. It lasted for over 40 years before a change in 2001 simplified it to “DQ.” Modern Updates In 2007, the logo was enhanced. “The letters were italicized,” and orange and blue arches were added, representing hot and cold foods. Symbolism of the Current Logo The red shape still symbolizes lips, but “the orange arched line represents hot foods,” and the blue line represents cold treats like their famous soft serve. Dairy Queen’s logo has become “one of the most recognizable symbols in any small town.”