Some of you might have already noticed that I love Starbucks. Since my first Starbucks experience in Paris a couple of years ago I can’t live without my mug. I have it in the office and (thanks to my lovely colleague) the Candy Cane mug at home. I never really liked their logo, because – until recently – I had no idea what the sense of this Siren was, plus I’m not a big fan of green. Anyways, when I found out that they changed the logo and most importantly got rid of the brand name I thought they were nuts……
Now that I’ve seen it a couple of times, I’m starting to like it, because it looks more modern and from a design perspective it’s a good change (unlike the GAP nightmare last year :)) – except for the green – at least on the pictures it looks pretty bright, we’ll see how it turns out. Some comments I’ve read said it looks like a logo for a <Seafood restaurant. Well, true. If you didn’t know it was Starbucks what would your guess be? :)
But why doesn’t it say “Starbucks Coffee” anymore? Yes, in most parts of the world Starbucks is everywhere, but in Germany there are not many coffee houses and people are not so familar with the logo, so I find it pretty gutsy to get rid of the brand name (worked for Apple and Nike though). But after I saw this interview with the CEO Howard Schultz, I understood why “coffee” had to go (they could have used “Starbucks” though…):
The company wants to extend it’s product range. They are already selling ice cream (which would go very well with coffee in summer ;)) and even consider offering wine and beer in the US introducing a Bar/Lounge concept. Don’t know, for me Starbucks is and will always be about coffee, but we’ll see if that will work for them. I mean, quite frank, Starbucks doesn’t have the best coffee in the world, I’ve had better coffee, but it’s also the athmosphere in the coffee houses, the smell when you enter it and it’s just so cool to order a Skinny Iced Caramel Macchiato venti . *LOL*
Btw the Siren goes back to the company’s beginnings as a small coffee, tea and spice shop in Seattle in 1971 – seaport – Siren, you get it.
What do you think about the new redesign?
Read more here: http://www.starbucks.com/preview