Jan
9
2011

Starbucks unveils new logo

An article by helperdogg

I’m not much of a coffee lover but I do know three things about Starbucks: 1) The free, fast wi-fi makes for a good office away from the office. 2)The diverse clientele also makes it a great place to people watch and 3) Nothing Starbucks does goes unnoticed. On January 5th Starbucks made the bold move of giving their logo a face lift. Removed from the previous design are the word “Starbucks Coffee”. The only thing left is the circular image of the Siren that has been a staple of the logo since 1971. The new logo will start rolling out this spring to mark Starbucks’ 40th anniversary.

Courtesy of Starbucks.com

A lot of companies reach a certain level of popularity where their logo can be recognized free of the company’s name. I believe Starbucks has reached that level of popularity and apparently they believe so to. In this video Howard Schults, CEO of Starbucks explain the evolution of the brand.

Throughout the last four decades, the Siren has been there through it all. And now, we’ve given her a small but meaningful update to ensure that the Starbucks brand continues to embrace our heritage in ways that are true to our core values and that also ensure we remain relevant and poised for future growth. ~Howard Schultz, CEO-Starbucks

I am always respectful of brand imagery that can withstand the absence of text. It displays strength and confidence in the fact that your brand does not need the company name to be recognized.

How do you feel about the new branding? Good, bad or indifferent?

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Tags: branding, logo, Starbucks

About the Author: Mark Bailey

Mark Bailey is the founder and owner of Yellow Dogg Designs, a graphic design and web development studio in the Eastern United States.

2 Comments + Add Comment

LaKesha Womack January 17, 2011 at 11:49 am

I had no idea that Starbucks has been around for 40 years *learned something new today*

Reply
- helperdogg January 17, 2011 at 12:01 pm
  
  Before I researched and did the blog post I didn’t know they had been around that long either. I could have sworn they came to existence in my lifetime. Who knew?
  
  Reply