starbucks changes logo: will people notice?

Starbucks recently revealed it’s logo change. The new logo completely drops the name Starbucks Coffee from logo and boils it down to the siren, from the center of the previous logo.

The evolution of the Starbucks logo. The latest drops the name.

My first thought: Starbucks is changing its to reflect its new product or services offerings. This seems to be a valid reason, right? Starbucks does offer more than coffee; pastries, some music cds, etc. so the logo shouldn’t be limiting in the product offerings… but don’t most coffee shops?

My second thought: Is this mark, the siren, as it is now, a strong enough graphic for the company going forward? We all know how Nike dropped the word Nike and only uses the mark, the swoosh, in it’s branding. In the case of Nike though, the swoosh is on the side of the shoe and is a prominent mark that everyone (and I mean everyone) on the Earth know without the name included.

Is the Starbucks mermaid as recognizable? Will people notice this logo with the same fervor as the Nike swoosh? AND, is the mermaid the part of the logo that should have been the new essence of the brand? Yes it’s more interesting than the words, but is it more instantly recognizable or the part of the logo people will be looking for when needing coffee?

Here’s my thought process: I’m not a fan of the siren…no loyalty to the mermaid, that’s all. So making it the primary mark doesn’t resonate with me.  My general rule for logos: the simpler the better. Yes, this logo is simpler, but reducing the logo down to what it is now, doesn’t seem to simplify it because it  is still too busy and has too many parts. This logo, as it stands without the words Starbucks Coffee isn’t as strong as before. Maybe it’s all the loose openings around the logo. It doesn’t seem as tight and solid as its predecessor.

What do you think about the new logo? Will you even know where Starbucks stores are located without the old logo? Will you even notice?

We’d love to hear your ideas, so post a comment on The Side Note Blog, send us a tweet @Weise_Ideas, or find us on Facebook: Weise Communications.

Howard Schultz, Starbucks CEO talks about the new logo.

23 Responses to “starbucks changes logo: will people notice?”

  1. 1 duysale
    January 7, 2011 at 5:15 pm

    Well I realized there was something going on with the LOGO by holidays. I think it is a good idea not to give the name of the Brand on the items, just emphasizing the logo is a great buzz cause Starbucks is expanding its products they are not only the coffee store any more you can order egg&cheese in the morning with your coffee or juice or etc so that means more products more service and more satisfaction and this will let the LOGO make the people take more attention to the SIREN and it will bring up the BRAND AWARENESS, I believe a good marketing strategy to the brands name by making it more ATTRACTaBLE as in the same example NIKE did..

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