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 Dunkin' is dropping the donuts — from its name, anyway. 
 
 Doughnuts are still on the menu, but the company is renaming itself "Dunkin'" to reflect its increasing emphasis on coffee and other drinks. 
 
 The change will officially take place in January, when the new name will start appearing on napkins, boxes, and signs at its U.S. stores. The name change will eventually be adopted by international stores. 
 
 Dunkin' has more than 12,500 restaurants globally. 
 
 The 68-year-old chain says its new logo will still have the familiar rounded font and orange-and-pink color scheme that the company has used since 1973. 
 
 Canton, Massachusetts-based Dunkin' says the name change is one of several things it's doing to stay relevant to younger customers. It's also simplifying its menu and adding dedicated mobile ordering lanes. ||||| Just call it Dunkin'. 
 
 Starting in January, Dunkin' Donuts will drop the "Donuts" from ads, packages and signage at new and remodeled stores, as well as its social media accounts. 
 
 The makeover is part of Dunkin' Brand's efforts to relabel itself as a "beverage-led" company that focuses on coffees, teas, speedy service and to-go food including -— but not limited to — doughnuts. 
 
 Dunkin' says that beverages, especially coffee, make up 60% of the company's US sales. 
 
 "Our new branding is one of many things we are doing as part of our blueprint for growth to modernize the Dunkin' experience for our customer," said Dunkin' Brands (DNKN)CEO David Hoffmann in a statement Tuesday. 
 
 The company said last year that it was considering the change. It tested out a store in Pasadena, California, that used the shorter name. 
 
 The company later unveiled another store in Massachusetts that adopted the "Dunkin'" moniker as well. That store also included digital kiosks, an expanded Grab & Go section and a drive-thru that let customers cut the line if they ordered ahead on the app. 
 
 Dunkin' also has plans to get bigger. Executives reiterated on a conference call Tuesday that the company plans to open 1,000 new US stores by the end of 2020.
– First WW, now another high-profile name change. Dunkin' Donuts will as of January be known simply as Dunkin', in what NBC News reports is a rebranding designed to reflect its broadened focus on coffee and other beverages and up its appeal to a younger audience. CNN describes it as wanting to be seen as a "beverage-led" company. The logo may be down a word, but the company says it won't otherwise look different: It will still use orange and pink and the rounded font it has had in use since 1973, with the pink part now becoming the apostrophe. And yes, stores will still serve doughnuts.