Today Starbucks announced their new logo – http://yhoo.it/hX0T4h.
At first I gasped in horror when I saw the photo. How could they change the logo I love so much!?!?! I took a sip of my double tall non-fat caramel macchiato and stared at the picture for awhile… I still couldn’t make up my mind, so I then decided to actually read the article. 
As a previous employee of Starbucks I remember the hard turn it took and all the changes the company made to bring it back up to where it is today. It’s amazing what they were able to implement.
So why change the logo that has remained true through the entire process?
Starbucks has expanded into a much larger company than just coffee, no one can deny that. But do they need to change what their logo looks like to represent their morph? The article explains some of the thinking that went behind the change.
Starbucks looked to companies like Nike Inc. and Apple Inc., which had earned the clout with consumers to drop the words from their logos. And it closely watched the missteps of others, such as Gap Inc., which launched a new logo in October only to withdraw it after harsh criticism by customers and others.
In all truthfulness, I don’t pay attention to their name on the logo – I just love the little lady! After I recovered from my initial shock and set of doubts, I decided the new logo is just a more chic and simple version.
Since Starbucks did not stray far away from their original I don’t think they will receive the backlash Gap did when they re-branded. There was no need for Gap to change. Starbucks has made a strong argument for their revamp and I am a supporter 
What is your opinion on the change? Have they hurt themselves or crafted a fabulous publicity announcement to celebrate their earned success?
Like this:
Filed under: Marketing, Logo, Rebranding, Starbucks
The new logo is more simple. Society as a whole has started to lean towards the simple logos and styles of advertising. I don’t like or dislike the new logo. I do think I like the old one better.