A logo allows a company to represent their brand visually – a useful tool given that the majority of consumers are more receptive to images than words. However, what happens when a company changes its logo representing that brand?
On 6 January Starbucks Coffee revamped their logo by removing their brand name which has traditionally surrounded the central siren image.
The new logo has created mixed reactions, both internally within Cre8ive Wisdom HQ and externally in the wider world. Our office is split 50/50 with Neil Armstrong, MD of Cre8ive Wisdom, saying “the aim of a brand is to be recognised without words. The new starbuck logo is clean and far more adaptable”.
In contrast, others felt that the new starbuck logo is missing something, specifically a framework to hold it together.
Many of Starbucks’ loyal fans agree with the latter, complaining on the brand's Facebook fan page that they dislike the new logo and imploring it to reinstate the ring of words. In the pro camp is a large proportion of the marketing and media world who have praised Starbucks for their subtle changes, which free the brand from product limitations, while remaining loyal to faithful consumers with the retention of the central siren image.
Diversification
With the uproar among many fans, we wondered why Starbucks would mess with such a universally recognised logo. Rumours are rife that Starbucks want to expand their product offering, in which case the existence of ‘Starbucks Coffee’ emblazoned in bold letters on the outer rim of the logo could stifle their product expansion.
Starbucks CEO Howard Schulz explained to the Wall Street Journal: “Even though we have been and always will be a coffee company and retailer, it’s possible we’ll have other products with our name on it and no coffee in it.”
Here are our additional thoughts on what this change to the logo represents:
* The outer ring, which looks like a coffee cup rim, has been removed
* The removal of the outer ring could signify the freedom to expand
* Focusing solely on the siren, who is classically associated with water, thus returning to their Seattle roots
* Creating an image-only logo elevates Starbucks into the same league as Apple, Nike and Audi – all of which have instantly recognisable logos
Whether you love it or hate it this change really has got people talking, which in itself is a huge part of creating brand awareness. However, let’s just hope that they don’t travel down the same road as Gap when it embarked on a disastrous rebrand in October 2010. The new logo is not due to launch for a few weeks so only time will tell. For the latest updates PRESS CTR + D or visit Stock Market news Today
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