Brand Evolution: Starbucks Rolls Out New Logo, Like or Dislike?
There has been much discussion and debate around the proposed launch of the revised Starbucks Brand Identity. I’ve been involved in forums and branding groups that have been discussing the topic over the last few months and have heard a lot of conflicting opinions on the topic.
I stepped into Starbucks yesterday to grab an afternoon Mocha and witnessed the brand roll out first hand, from the signage on the door, to the gift cards, mugs, sleeves, coffee packaging and more, the new logo was everywhere (except the cups, strangely enough)… these things take time. As any company knows, the roll out of a re-branding campaign takes time to implement, leaving old logos floating around for months and sometimes years. Think about the overhaul of such a decision in a large corporate entity like Starbucks! On the inside, we’re talking letterhead, corporate binders, internal communication documents, email signatures, etc. On the consumer side, there is each individual store to overhaul (all 17,009 of them) along with ad campaigns, packaging, promotional items, etc. This is no easy task!
Personally, I love the new logo, I think it is a natural evolution of any iconic brand to morph into a more simplified and memorable stamp that speaks for the name. Look at Nike, a classic example of an icon that no longer needs a name, this shows the power of symbolism and brand recognition. It certainly didn’t happen over night though, the powerhouse has been at it for 40 years… longer than I’ve been on this planet!
What do you think of the new brand? Better or worse? Let us know your thoughts below!
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