Starbucks has a new, simpler logo. It's nice, but not as nice as the older one, in my opinion.
I take a lot of photos related to Starbucks and I just feel like this will change my photos in a way. I dunno, but I feel like it will have less impact. It will take me a while to warm up to the new look of it. :| What do you think?
I live in Australia and as such we don't have a lot of Starbucks here (if any) so seeing this whether here or overseas would not mean much to me without the words "Starbucks". Will be interesting to see what others who have a Starbucks near them have to say. Interesting topic you have started. Personally I like the brown one.
Their new logo is quite a change without their name on it. That's calculated risk, don't you think? Would you know if the same package is consistently used in other countries as well? Starbucks is very well known in Phils so I think it's ok. I live in France and it's not that known here. I would prefer a Starbucks written on the cup.
Starbucks is a global brand, so it's safe to say they will be changing their logo world-wide. And I agree; although people in the States and here in Asia know the double-tailed mermaid well, other areas will probably not recognize the logo immediately, especially without its name.
I think an article said that Starbucks thought its logo stood well enough alone without the name, but I don't know. It just isn't as strong. I mean, I'm sure their famous cups--and other merchandise-- will still have the name "Starbucks" written in there somewhere, but still.
To me it feels very conceited. As if everyone would automatically know it's Starbucks. Personally I despise the place, though I have been there a handful of times. Honestly I wouldn't know that new cup was Starbucks other than the shade of green.
I personally wish people would frequent the lesser known coffee houses. They tend to be more cozy and friendlier. Not to mention you don't overpay too much for coffee. Those who are still paying Starbucks prices in the U.S. apparently didn't feel the recession very hard for such a luxury when you could very well make a cozy cup at home and wrap yourself in a book or family.
I think with such an iconic brand, the wordmark is totally unnecessary. There are only a handful of brands that can get away with it (Nike and AT&T are the others that come to mind), but to me, that's the ultimate measure of a successful brand. Now, I don't know their global reach, but a major company tends to be consistent with its branding globally. I'm sure they'll retain their wordmark on their signage, but it will be interesting to see how they use the new logo.
In Australia, most Starbucks actually closed down last year as they weren't making as many sales as local brands (mainly because their coffee is so horrid ;) ) . So I would have NO idea what that logo is without the name.
@naomi Check the original version of the logo on the brown one, that's a pretty weird Liberty if it is! :P
Entirely agree, @silverdraggin . It's a bit of a bold move, but then here in the UK too they're very well known. There's a bit of reverse psychology going on too though, of a sort, in so much as if you see the logo and aren't familiar with it, you might enquire as to what it is - the name/logo association then sticking more because someone's told it you, rather than you've just read it. There's also an element of "we're too good to need to stick our name on our stuff" brand elevation going on, although why they think they need to elevate themselves when they're already known as overpriced high-end rip off I don't know.
Derp.
Also, as we're talking brand logos: *waits for a conspiracy theorist to turn up and say the star at the top is the eye of osiris*
@_juliarichards I've definitely seen people saying it is before, they're insane. They make a triangle from the ends of the twin tails forming the base, with the star at the top being the eye. Madness.
Even madder though... I did a Google for starbucks eye of osiris to try and locate some idiots talking about it, and found this very thread ranked position 3 :O Google are scarily fast at updating their index these days... literally scarily fast.
I guess from a cost point and environmental stance it's better to go with a one color logo to use less ink.
The Steve's right about the reverse psychology part. Those who know it already, aren't going to stop buying b/c the logo and it's a conversation starter for those who don't.
Visually it's gonna take some getting use to, it seem like it's yearning for some black color, but I guess the if some really doesn't like it they could cover it up with a coffee sleeve.
@eyebrows Oh my goodness!! That IS scary! O.o hahaha! I can't believe it.
@henri Yes, you have a point. And The Steve, too. Hehe.
..And, about the coffee sleeve... I'm guessing the coffee sleeve itself will have the logo, too. So that won't really work, will it? Hahaha! Thanks for your input. :D
Eh, not as much impact, I have to agree. It doesn't show off the nice lines of the siren as well as the old logo. I don't think it's going to stop anyone from paying $4 for a cup of flavored milk with a dash of espresso in it, though.
@clarissajohal I'm making it my new years resolution to not go into a shop and pay $4 for a cup of flavoured milk with a dash of espresso in it, after reading it put like that ;)
@henri It's no cheaper to print one color versus two, because the printing process is still the same, and it doesn't save much, if any, ink.
Brands evolve their logos all the time. Look at Pepsi, for example. In today's culture, if a brand isn't periodically updating their image, they quickly become dated. I'm not necessarily saying I love the new logo, but I get the thinking behind it.
People just don’t like change. (Insert Obama comment here.*) Every time Facebook makes a change, nobody likes it. A few months down the road they’re used to it and forget about how it was. That said, I’m trying to be objective when I look at the logos and I think I do prefer the old one. If I saw the new one without knowing Starbucks had changed, I would probably be thinking I recognized it from somewhere but couldn’t quite place it.
*Disclaimer: I’m tired of politics, so I was just trying to be humorous since the Obama’s campaign revolved around that word. For the record I voted for him, and I’m still glad I did. I don’t care who you vote for, I just hope that you vote!
Yeah, so like I said, it isn't so bad. It just doesn't have that "oomph." I get why they wanted to change the logo, I just wish they designed it better. Something that is as bold as the older one---something more recognizable and solid. But, oh well, like what @lisjam1 said, people will get used to it.
I think that even with something as simple as the double circles around the outside of the design, it would pack more punch. This way, it looks like their graphic designer quit before she was finished.
@ashleyjwilson I know right! That's how I felt, too. Like their designer got lazy and cropped the center part, changed the color, and poof. New logo. :| They said they didn't want their name on the logo, like the Double Arches from McDonalds or Nike's Swoosh logo, but I really wish they had at least thought of borders, just to make it a bit better.
Changing the logo makes the ad agency, and all the people who produce the material, a lot of money. And keeps the marketing department busy recalling and replacing everything with logos on. And it gives a theme for the advertising for a goodly while. So it all helps the wheels go round, and keeps everyone busy and justifies work and contracts. ... I speak as one who has been part of corporate rebranding and has an idea of the sheer cost and logistics involved. The price of their coffee ain't going to come down any time soon.
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I think an article said that Starbucks thought its logo stood well enough alone without the name, but I don't know. It just isn't as strong. I mean, I'm sure their famous cups--and other merchandise-- will still have the name "Starbucks" written in there somewhere, but still.
I personally wish people would frequent the lesser known coffee houses. They tend to be more cozy and friendlier. Not to mention you don't overpay too much for coffee. Those who are still paying Starbucks prices in the U.S. apparently didn't feel the recession very hard for such a luxury when you could very well make a cozy cup at home and wrap yourself in a book or family.
Or maybe I'm just old fashioned.
And I much prefer the old logo, the new one looks like it's missing something...
Entirely agree, @silverdraggin . It's a bit of a bold move, but then here in the UK too they're very well known. There's a bit of reverse psychology going on too though, of a sort, in so much as if you see the logo and aren't familiar with it, you might enquire as to what it is - the name/logo association then sticking more because someone's told it you, rather than you've just read it. There's also an element of "we're too good to need to stick our name on our stuff" brand elevation going on, although why they think they need to elevate themselves when they're already known as overpriced high-end rip off I don't know.
Derp.
Also, as we're talking brand logos: *waits for a conspiracy theorist to turn up and say the star at the top is the eye of osiris*
Even madder though... I did a Google for starbucks eye of osiris to try and locate some idiots talking about it, and found this very thread ranked position 3 :O Google are scarily fast at updating their index these days... literally scarily fast.
The Steve's right about the reverse psychology part. Those who know it already, aren't going to stop buying b/c the logo and it's a conversation starter for those who don't.
Visually it's gonna take some getting use to, it seem like it's yearning for some black color, but I guess the if some really doesn't like it they could cover it up with a coffee sleeve.
@henri Yes, you have a point. And The Steve, too. Hehe.
..And, about the coffee sleeve... I'm guessing the coffee sleeve itself will have the logo, too. So that won't really work, will it? Hahaha! Thanks for your input. :D
To double up the scary, I made a blog post about it just now, not 5 minutes ago. My blog's tiny and gets next to no traffic.
And yet here it is third in the results already, pushing your thread up to #2 :O
Brands evolve their logos all the time. Look at Pepsi, for example. In today's culture, if a brand isn't periodically updating their image, they quickly become dated. I'm not necessarily saying I love the new logo, but I get the thinking behind it.
*Disclaimer: I’m tired of politics, so I was just trying to be humorous since the Obama’s campaign revolved around that word. For the record I voted for him, and I’m still glad I did. I don’t care who you vote for, I just hope that you vote!