Comments on: Starbucks Unveils Their New Logo (VOTE)

By: Mike Bonheim

Mike Bonheim — Tue, 02 Aug 2011 01:19:01 +0000

I would want to type a response, but my eyes are still too f’d up from trying to read your white on black website. Yikes, man!

By: Juan Jose Salazar

Juan Jose Salazar — Sat, 23 Apr 2011 19:36:21 +0000

I think your logo will be easy to recognize as starbucks but some logos need the words because it’s part of it, like heineken, they don’t use only the red star

By: Rhonda Raad

Rhonda Raad — Fri, 07 Jan 2011 13:58:35 +0000

I didn’t like it when Target went to a simple red dot, but I was wrong. When I watch the commercials now and just see the red dot, it grabs my attention and keeps me throughout the ad. I see it on international commercials too and like it. Starbucks – the simple version will probably work best even though I’m not yet impressed…, but , frankly this is the first time I’ve ever noticed the green woman with the star on her head.

By: matthew

matthew — Thu, 06 Jan 2011 17:03:38 +0000

It seems as though each successive iteration has zoomed in further on the siren.

The new logo keeps enough of the old that there should be no difficulty recognizing it for what it is. However, there is enough difference that I think the primary recognition of it as new will not be in the form of “Oh wow, they changed the logo” but will be a nagging suspicion that something is different but not quite being able to place it.

I think a bigger issue is how the new logo will fit into the traditional and iconic Starbucks decoration motif.

I think the new logo is a little too Apple/Mac, clean, shiny, uber-modern to fit with warm inside of a Starbucks shop, and so I think it’ll be interesting to see 1) if they modify their standard store decor to address this disparity, and 2) how they place this logo in their existing branding.

This logo will probably require a redesign of most of their packaging and branding, which I’m not sure will be as smooth a transition if only for the sheer size of their brand.