Last updated: October 2026
The Dutch Bros logo is a simple blue windmill, and it shows up on every cup, sticker and drive-thru stand. Most people recognize it instantly, but few know why a coffee chain from Oregon uses a windmill at all. Here is what the logo means, how it has changed over the years and the story behind it.
Last updated: October 2026.
What Does the Dutch Bros Logo Mean?
The windmill honors the founders’ Dutch heritage. According to Tasting Table, brothers Dane and Travis Boersma had grandparents who immigrated from the Netherlands, a country famous for its windmills. Even the family name has Dutch roots: “boer” is the Dutch word for farmer.
So the windmill is not about the coffee itself. It is a nod to family and where the brothers came from, which fits a brand that talks a lot about relationships and community.
How the Dutch Bros Logo Changed Over Time
| Years | Logo | Notes |
|---|---|---|
| 1992 | Thin black lettering | No windmill; just the company name |
| 1999 to 2016 | Detailed windmill illustration | The windmill became the main symbol and was used for about 17 years |
| 2016 to today | Blue windmill silhouette | A cleaner, simpler design used on cups, stands and signs |
The move to a flat blue silhouette in 2016 made the mark easier to print on cups and stickers and easier to spot from the road.
The Story Behind the Brand
Dane and Travis Boersma started Dutch Bros in 1992 with a pushcart in Grants Pass, Oregon, according to KATU. It grew into a chain of drive-thru stands across the US. Dane Boersma passed away in 2009, and Dutch Bros still honors him each year with its “Drink One for Dane” fundraiser. You can read more in our Dutch Bros story.
Why Is It Called Dutch Bros?
The name works the same way as the windmill. “Bros” because the company was started by two brothers, and “Dutch” because of their family’s roots in the Netherlands. There is nothing especially Dutch about the menu itself: the drinks are American-style espresso drinks, energy drinks, teas and blended treats, and every stand is in the United States.
That simple, personal story is a big part of why the brand feels friendly. The logo, the name and the upbeat drive-thru culture all point back to two brothers and a coffee cart.
Where You See the Windmill
- Cups and lids: the blue windmill is printed on most cups.
- Stands: many drive-thrus feature the windmill on the building and signs.
- Stickers: monthly stickers often play with the windmill design. See our Dutch Bros sticker day guide.
- Merch: shirts, tumblers and hats use the logo in different colors.
Can You Use the Dutch Bros Logo?
The windmill and the Dutch Bros name are trademarks owned by Dutch Bros. Fans can share photos of their drinks and cups, but using the logo on products, menus or websites without permission is not allowed. Fan sites like ours are independent and not affiliated with Dutch Bros.
Dutch Bros Logo: FAQ
Why is the Dutch Bros logo a windmill?
It celebrates the founders’ Dutch family roots. Their grandparents came from the Netherlands, where windmills are a national symbol.
What color is the Dutch Bros logo?
The current windmill is a solid blue silhouette, often shown on a white background.
When did the Dutch Bros logo change?
The detailed windmill arrived in 1999 and was replaced by the simpler blue silhouette in 2016.
Who founded Dutch Bros?
Brothers Dane and Travis Boersma founded it in 1992 in Oregon.
Next time you grab a drink, you will know the story behind that little blue windmill. Planning your order? Start with our how to order at Dutch Bros guide and the full menu.
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