Starbucks Changes Logo

#1

Post by shawndumas » Wed, Jan 05, 2011, 9:23 PM UTC

Starbucks Changes Logo
starbucks.com

Re: Starbucks Changes Logo

#2

Post by nodata » Wed, Jan 05, 2011, 9:36 PM UTC

Quick link to new logo compared to old: http://assets.starbucks.com/assets/5a106e41fe954581999566a42...

Re: Starbucks Changes Logo

#3

Post by observer1 » Wed, Jan 05, 2011, 9:43 PM UTC

Executive #1: how can we apply our "brand" in ways that penetrate beyond the coffee business?

Management consultant: we advise that you first keep what's iconic and recognizable about your logo, and then remove any reference to coffee

Executive #2: we need to be sure we do not repeat what Gap did.

Management consultant: don't worry about that. Trust us!

Customers: I miss the old logo.

Re: Starbucks Changes Logo

#4

Post by barrkel » Wed, Jan 05, 2011, 9:43 PM UTC

I posted a link to an article tracing the history of the logo earlier. Looks like it originally came from a woodcut illustration.

http://news.ycombinator.com/item?id=2072333

Re: Starbucks Changes Logo

#5

Post by anonymous246 » Wed, Jan 05, 2011, 9:45 PM UTC

They're trying to get to the essence of the logo. Good job. Kinda like Apple did.

Check out what Picasso did with a bull: http://www.artyfactory.com/art_appreciation/animals_in_art/p...

Going to an all-graphics logo will also make less jarring any future entry into markets other than coffee.

Re: Starbucks Changes Logo

#6

Post by taitems » Wed, Jan 05, 2011, 9:46 PM UTC

I think Jonothan Ive and the Apple PR team has a lot to answer for when it comes to the language and techniques used in these videos.

Re: Starbucks Changes Logo

#7

Post by tghw » Wed, Jan 05, 2011, 9:48 PM UTC

What's more surprising to me: Starbucks has been around for 40 years, 19 of those as a public company.

Re: Starbucks Changes Logo

#8

Post by anonymous246 » Wed, Jan 05, 2011, 9:48 PM UTC

observer1 wrote: post #3

Executive #1: how can we apply our "brand" in ways that penetrate beyond the coffee business? Management consultant: we advise that you first keep what's iconic and recognizable about your logo, and then remove any reference to coffee Executive #2: we need to be sure we do not repeat what Gap did. Management consultant: don't worry about that. Trust us! Customers: I miss the old logo.

Way to put as crass a spin as possible on what they did.

Re: Starbucks Changes Logo

#9

Post by ekanes » Wed, Jan 05, 2011, 9:50 PM UTC

observer1 wrote: post #3

Executive #1: how can we apply our "brand" in ways that penetrate beyond the coffee business? Management consultant: we advise that you first keep what's iconic and recognizable about your logo, and then remove any reference to coffee Executive #2: we need to be sure we do not repeat what Gap did. Management consultant: don't worry about that. Trust us! Customers: I miss the old logo.

Why is the executive greedy? I have no idea what their plans are, but is there something unethical about going beyond coffee?

Re: Starbucks Changes Logo

#10

Post by ekanes » Wed, Jan 05, 2011, 9:52 PM UTC

I prefer the old, not from nostalgia but because if you look at all the striping, the siren is a very busy design element. On the old logo, that busyness was somewhat encapsulated inside the simpler pattern. Now the busyness is more visible and can't be ignored.