This past week, Starbucks unveiled its new logo, removing the words STARBUCKS COFFEE to reflect the brand’s push to “Think Beyond Coffee.”
The announcement was quickly met with public opinion so we turned to our rebel brand of creative types to see what they thought.
Sean Biehle, Interactive Experience Director (@seamusiv):
I thought they did a much better job than the Gap (and Tropicana, for that matter), in introducing a ‘new’ logo and moving the brand forward. Much more in line with what UPS did a number of years back when they went from the shield + parcel to just shield.
Steve Deiters, Partner (@DPYD):
I like the bold simplicity. And the “inside knowledge” that it implies/commands. It’s where all the iconic marks should evolve to eventually. I think they’re growing up. I like.
Jennifer Schwab, Senior Art Director, Interactive (@jennschwab):
I don’t hate it and I think simplifying the siren was nice. But I don’t really see the point of removing the name. That’s the most recognizable thing about the brand. That and the green. The siren, imo, was the least iconic thing about it. (I also liked what the Best Week Ever folks had to say.)
Jacqui Killen, Senior Brand Strategist (@redshoegirl):
I never really saw the siren in the previous (current) logo. Or, let’s just say, she didn’t really speak to me and this particular refresh doesn’t do much for me. I miss the typography and the black but that said, I’m not an overt hater and I’m not driven to post a tirade on a wall. I’m simply curious to see how this will play out.
Mike Seta, Associate Creative Director:
The new mark is indeed evolutionary and not revolutionary. If you’re a loyal Starbuck’s consumer, this logo won’t change a thing. What it will do is allow Starbuck’s to have a mark that is more instantly and internationally iconic, and allow them to extend their brand to more places they want to be. Is that so stupid?
The fact is, by next year, we’ll all be used to the new Starbuck’s logo and we’ll have nearly forgotten the old. Ten years from now we’ll see a picture of it and say “Oh, remember that old Starbuck’s logo? Wow…” If you don’t believe me, look at the Pepsi logo history. The mark from 2003 already looks dated.
Jennifer Schwab, Senior Art Director, Interactive (@jennschwab):
I still think the new Pepsi logo looks like a fat guy bending over.
Mike Seta, Associate Creative Director:
Thanks, Jennifer. That’s all I can see now. Good thing I don’t drink Pepsi. One more thing, remember six months ago when everyone laughed at the name of the iPad? Who’s laughing now?
Jacqui Killen, Senior Brand Strategist (@redshoegirl):
Here’s a ha-ha about the iPad … I keep calling it my iTouch.
Sean Biehle, Interactive Experience Director (@seamusiv):
Interesting with Pepsi to note they are spending a significant amount of money promoting the old logo with their Pepsi Throwback line (sweetened with real sugar!).
Ian Monk, Web Developer (@pointycollars):
Personally, from a purely design perspective, I like the new Starbucks logo better. And when you think about it, their name is still going to be on their storefronts, so it’s not like you need the name on the cup to remind you what you just bought.
David Hummel, Brand Supervisor (@mugrad):
Many of the discussion threads and articles I’ve read on this talk about the design of the logo and whether people will know it’s Starbucks. While that’s an interesting conversation (especially with a bunch of designers), it’s not what I focus on. To me, the real question is – “why change”? If there is a great business answer to that, then change your brand with that end game in mind. That was the problem most people had with the Gap logo fiasco. No one from Gap could articulate why they made the change.
Starbucks has come out and said they want to be more than coffee. Kinda hard to do that when you logo has the word coffee right on it. So the new logo makes perfect sense to me.
Sean Biehle, Interactive Experience Director (@seamusiv):
I for one, am looking forward to Starbucks’ brand extensions into the constipation relief, petroleum, and consumer electronics industries.
Mike Seta, Associate Creative Director:
Change can be uncomfortable, but the smart brands have the balls to grow up. I’m sure people bitched in 1992 when Starbuck’s current logo was unveiled. The only difference is that in 1992 people didn’t have a voice, today the public has a forum on Facebook, blogs, etc. in which to air their uninformed opinions. And while it is every brand’s duty to listen to their consumers, it is not their obligation to cave to their every whim.
Ian Monk, Web Developer (@pointycollars):
I don’t understand how people can get so upset and emotional over a logo. Maybe I’m just not one of those people who’s “emotionally connected to brands”
Becky Singson, Project Manager (@beckysingson):
Starbucks gets rid of the lettering, keeps the siren, gets all the buzz. Yet… no one noticed the very drastic recent change to Comedy Central’s branding (and surely this happens often and goes unnoticed)…
To Mike’s point, no one is gonna remember either change (drastic or evolutionary) in a year or ten. But is it easier for a media company like Comedy Central to do than for a consumer goods company like Gap, Pepsi, Starbucks?
That seems as good a place as any to close. We’ll save the Comedy Central logo redesign discussion for a later date, but in the meantime, what do you think?
