Starbucks Unveils Their New Logo (VOTE)
Yesterday, Starbucks commemorated its upcoming 40th anniversary with a logo change that marks the company’s milestone year and the next chapter in their history. If GAP and United/Continental Airlines taught us anything in 2010, it’s that redesigning a well known brand logo is riskier than ever due to social networks and online communities. So, how will the new Starbucks logo fair?
HISTORY OF THE STARBUCKS LOGO
In the original version of the logo, which was based on a 17th-century “Norse” woodcut, the Starbucks siren was topless, had a fully visible double fish tail and was an unfamiliar brown. In the second version, which was used from 1987–92, her breasts were covered by her flowing hair, but her navel was still visible, the fish tail was cropped slightly and Starbucks employed their trademark green. In the third version, used between 1992 and 2010, her navel and breasts are not visible at all, and only vestiges remained of the fish tails.
THE NEW LOGO
It’s obvious that one of Starbucks’ main goals was to really simplify their new 2011 logo and strip it down to the essence of what makes it unique. They have dropped the secondary black color and removed the detailed band that housed their company name and 2 stars. From a purely aesthetic point of view I think this logo is quite successful. It’s simple, clean, and draws upon the known siren, which in itself is quite beautiful. It was a no-brainer to stick with the Starbucks green as well. The new logo is set to be rolled out in March.
THE BIG QUESTION
Can Starbucks get away with not including their name in the company logo? Have they reached the point world-wide where they can simply be known by a graphic mark (such as the McDonald’s “M”, the Nike swoosh or the Apple icon). I would venture to say “no”, but what is unclear is if this “nameless” logo will only be deployed in-store (on cups, napkins and signage) or if all of their external marketing and signage will also carry this new logo.
We’d love to know what you think of the logo. Do you like it? Will it be successful? Any chance Starbucks will have to reverse course if the masses don’t approve?