Well, it has been nearly six-months since Starbuck’s Coffee Company implemented their re-branding and celebrated their fortieth-anniversary. Thus, as the changeover throughout their stores is underway, the stylish new Starbucks-Green-Siren makes it’s debut, by way of new signage, cups, print-collateral, and other marketing materials. Yes, after forty years of revolutionizing the coffee industry, and even creating their own vernacular and ethos, the Starbuck’s logo has reached new and epic status, lending to a stand-alone logo without the needed copy for name recognition. Pepsi, Apple, AT&T and Nike are some of the immediate brands that come-to-mind, that encompass this same quality. While somewhat understated in it’s communication, the Starbuck’s Siren was originally borrowed from a well know literary piece you might of heard of, Moby Dick!
While some may find the re-brand or brand-update unnecessary, design geeks and branding folks like us, find it interesting and rather refreshing. Looking at the various iterations of their logo over the last forty-years, they have created a heritage of updating as trends change, along with the needs and vision of the company. Thus, from a design, marketing, and business perspective, it seems to make sense. You can read more about it here, if you did not see the initial online announcement from Starbucks!
So as you all wait in line in the morning at your local Starbucks, via drive-through or herd-like-cattle in their dining area in for your stylish cup-o-joe, what is the consensus regarding the new look? We would love to hear from you! Join in the conversation below and leave a comment. It seems everybody has an opinion about Starbucks and we’re curious if you have found the new look as refreshing as we have.
“FOR COMMUNICATION PROFESSIONALS AND DESIGN NERDS LIKE ME, THIS IS AN EXCITING TIME. WATCHING THE REACTION TO ANY NEW LOGO IS FASCINATING, BECAUSE PEOPLE CAN HOLD SUCH PASSIONATE ATTACHMENTS TO THESE MARKS. THE COMMENTS ON OUR FACEBOOK PAGE AND BLOG POSTS WERE DECIDEDLY MIXED – SOME OF YOU DON’T LIKE THE NEW LOOK AT ALL, SOME OF YOU THINK YOU’LL LOVE IT ONCE YOU GET USED TO IT.”
—Thomas P. / Interactive Content Manager / Starbucks
In my opinion, “re-branding” is definitely a necessary development for companies as they develop and grow overtime. The move to a “text-less” logo for Starbucks shows they have reached the top rung of the consumer recognition ladder. It pretty huge to be able to have your company known and recognized simply by an icon. Well done, Starbucks! (even though I will visit a local coffee shop over the “Bucks” when given the choice. but that is a whole other topic).
I agree with Cody on the necessity of “re-branding” a company over time, especially if it will coincide with changes to the product line that the company is planning to make. Evolution is inevitable. The new logo evokes a feeling of clean and smart and like the blog pointed out, it is a feel comparable to Apple- who are marketing geniuses! Well-done Starbucks and just in time to enjoy all those yummy, warm fall-flavor favorites and new treats to go along with….