The Evolution of the Starbucks Siren
by Ali Birston ~ January 15th, 2011. Filed under: Comm 296.As one of the world’s largest and most well known coffee companies, Starbucks is a brand that has gained a reputation for excellence and has maintained a strong commitment to customer service and corporate social responsibility. The company first started in Seattle in 1971; however, it is safe to say that a lot has changed since then, so shouldn’t Starbucks as well?
Surely enough, they’ve finally caught on, and that is what they are in the process of doing right now. In addition to celebrating their 40th anniversary this year, Starbucks is launching a brand new logo! The new image is much simpler in its design and no longer includes any wording. Will this new logo cause a commotion with loyal consumers who have become so attached to the traditional cups or will it give the company even more opportunities to expand in the future?
According to CEO Howard Schultz, the new logo respects Starbucks’ heritage, but also gives the brand the freedom and flexibility to think beyond just coffee. As the company expands into the production of other products, this may be the change that Starbucks needs to maintain their position as one of the leading coffee brands worldwide.
Branding is crucial when it comes to Starbucks’ products. In my opinion, their incredibly recognizable cups have given them a competitive advantage in the industry as people want to be seen carrying a Starbucks coffee because of what the brand and logo portray. For all of the millions of Starbucks fanatics out there this change may come as a shock; however, overall it is a great strategic move for the company and one that is sure to help them further develop and grow not only in the coffee industry but in the minds of their consumers.