These are the products Starbucks provides us every single day, isn't it?
On January 6 this year, I believe the evolution of logo refinement of Starbucks shocked some people again but whether it is positive or negive, you tell me! Personally, I understand the rationale underneath the elimination of the white round circle and more importantly the word 'Starbucks Coffee' in the previous logo. Unfortunately, I just do not like it, to be frank. I wonder what American-based coffeehouse was thinking.
Starbucks has passed three times of successful logo refinement which spent a huge amount of money to develop the logo and building such an iconic brand globally excluding the last one with only the siren (a mermaid) remains.
Intention behind this change of logo led from the more wide range of products offered at Starbucks coffeehouse beyond coffee and beans. Therefore, on its 40th Anniversary, it removed its name from the logo everywhere.. on the coffee cup or strawberry smoothies cup..whatever.
Below is the logo revolution from time to time:-
Source: www.dinesh.com
Yes! It does not matter to put brandname on the logo but what I mean is that it looks better with its brandname. The new logo is not attractive and refers to nothing but a siren. It looks to me just like the draft logo which has not been done yet. Although Starbucks is the world renowed coffeehouse who enjoy triple profits in year 2010 comparing with year 2009, it does not mean that it could suddenly change the logo right away without doing research from its existing clients. Because it will never be an improvement if its client resist the change.
I wish it can leave only the word 'Coffee' out instead. Unless the logo refinement is better, if so, better not use it at all.
Bibliographies:
BBC (2011). Starbucks drops its name and the word coffee from logo. Available at: www.bbc.co.uk (Accessed 18 February 2011)
Reed, R. (2011). Starbucks changing logo. Available at: www.marketingpilgrim.com (accessed 18 February 2011)
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