New Starbucks logo loses the words 'Coffee' and 'Starbucks'

-
The world's largest coffee shop chain, Starbucks, has unveiled a new logo at the start of the year as part of their future brand strategy for 2011.

The new logo retains the iconic green colour and the twin tailed Siren, but loses the words 'Starbucks' and 'Coffee' paving the way for expansion into other markets. Starbucks plans to extend its product range in the USA initially to include beer, wine and ice-cream.

This is the first time that Starbucks has changed its logo in 20 years when it became a plc in 1992, and ties in with the companies 40th anniversary. The new logo will appear from March onwards.


Mike P, Senior Creative Manager of Starbucks describes the process: "We broke down the four main parts of the mark – color, shape, typeface and the Siren. After hundreds of explorations, we found the answer in simplicity. Removing the words from the mark, bringing in the green, and taking the Siren out of her ring. For forty years she’s represented coffee, and now she is the star."

"We improved composition, brought in more sophisticated stroke width and spacing and a smoother line flow. When it came to her – the Siren – we enhanced her form in subtle ways, smoothing her hair, refining her facial features, weighting the scales on her tail to bring the focus to her face".

As brands become established and globally recognised there comes a point when words are no longer necessary to describe what they do. Nike, for example, uses it's stand alone 'Tick' and McDonald's has it's 'Golden Arches', both without the need for wording but with no loss of identity. 

Despite the initial criticism it may be a success long term and will allow for diversification of the Starbucks brand. With profits for the first three quarters of 2010 more than double the 2009 figures it might be a clever time to ensure continued growth.

The only downside though, ask anyone what the Starbucks logo looks like and the likelihood is they'll say it's green and says Starbucks Coffee on, but see if anyone can remember that the inner roundel features a Siren...

More a more in-depth view of the brand's future visit the Starbucks website


Comments

Post a Comment

Popular posts from this blog

The Nissan Cube – thinking outside the box

-
Image
Love it hate it, there's no denying that the Nissan Cube will certainly get you noticed on the road. With it's Manga style looks and unique asymmetrical style it's certainly a quirky design. It's been described (rather harshly) as a "fridge on wheels", a "bonsai minivan" and a "Brinks Mat van that went into a boil wash"... First launched in Japan over ten years ago, the Cube immediately achieved a cult status and was adopted by the stylish, underground and urban set - the ‘denso’, carefree in spirit, unique in mind. It was intended to appeal to young people passionate about being individual and as a lifestyle choice, more than a car. It has gained a huge cult following within the creative sector with appearances in fashion, magazines, video and commercials, and online. The Cube was even voted one of the 50 cars that changed the world by the London Design Museum. Until now the Cube was only available in the UK as an import. To ret...
Read more

The Pantone Universe expands...

-
Image
We've featured many of the wonderfully designed Pantone products on Liv Design blog before. Pantone now make a vast range of products, from bags to mugs, notebooks to iPod cases, glasses to Visa cards ! The ever-expanding Pantone Universe continues now extends into home furnishings with these new Folding Chairs and Wallstore from Italian manufacturer Seletti . The  Pantone Wallstore , designed by John Green Designs, is a single piece steel notice board and magazine holder, and is available in Red, Turquoise, Green, Grey, Violet, Pink and Yellow. They also come with 6 magnets. The Pantone Folding Chairs , designed by Seleb, are metal framed with 'synthetic leather' and are available in a range of 10 colours to suit every room. Pantone has a great vision of what there brand is about and who their customer market is for their products. Aimed squarely at the design conscious their products perfectly fit the modern contemporary offices, studios and homes of today. ...
Read more

Stamp of approval for great Design

-
Image
The Royal Mail focuses again on the design industry, this time focusing on the world’s most iconic British design work of the 20th Century. The stamps were 'carefully seleced' by a panel of experts from the world of design. There are 10 special stamps: the spitfire, mini skirt, mini car, anglepoise lamp, concorde, phone box, Robin Day polyprop chair, Penguin paperback, London Underground map and the Routemaster. Looking at the ones that didn't make the final cut, it makes you proud to be involved in the UK design industry – the harrier, Britain is still a formidable force in the design industry, especially when you consider how small we are compared to the size and might of other countries. Britain still manages to create design classics today in just about every industry, from fashion to food, advertising to automotive, textiles to telecoms. Get those flags flying!
Read more