The world's largest coffee company unveiled it's fourth version of the logo in 40 years yesterday. Starbucks says that this fresh new look goes right along side a new direction for the company, as it makes it's way back from the tough economy.
The first three versions of the logo have helped Starbucks build it's brand recognition. Therefore, the company now feels that they've come to a place where they no longer need to reinforce their name, so they took it out though it had always previously encircled their iconic siren. She too received subtle updates, as the icon's facial features appear slightly softer, and her shape slightly leaner. On the Starbucks website Mike P., Senior Creative Manager, says " We enhanced her form in subtle ways, smoothing her hair, refining her facial features, and weighting the scales on her tail to bring the focus to her face." It's here also that we find a video of CEO, Howard Schultz, explaining their new updated look. The company plans to bring it to stores in March to coincide with the it's 40th anniversary.
Starbucks says this logo facelift will also better suit their new direction, with expansion beyond coffee into a wider array of business lines, and into more international markets. "Starbucks will continue to offer the highest-quality coffee, but we will offer other products as well - and while the integrity, quality and consistency of these products must remain true to who we are, our new brand identity will give us the freedom and flexibility to explore innovations and new channels of distribution that will keep us in step with our current customers and build strong connections with new customers." says Schultz.
As birdsong gregory has been involved with brand development and brand revisions (small and large) with many of our clients, it's very interesting to watch large companies like Starbucks move forward. Change, more often than not, keeps a company relevant; even if the changes are subtle.
Tell us what you think about the new logo! With most change comes resistance, as we've already seen in articles on the web, but we believe that with time, people become more comfortable, accept, and understand changes like these. After all, is anyone really not going to recognize this iconic figure as Starbucks Coffee? We don't think so.