Jan
15
Starbuck’s Logo Stripped to the Bare Essentials
Posted by: Carina Ip | January 15, 2011 | Leave a Comment
(To the tune of Kesha – Tick Tock) Wake up in the morning, feeling like a student. Grab my glasses, and textbooks I’m gonna hit Henry Angus. Before I leave, I rinse my mouth with a grande ‘bucks coffee.
Regardless of whether you are an avid coffee drinker or an occasional caffeine go-er you are probably familiar with the Starbucks logo. The new logo is a simplified version of the iconic image of the Starbucks Siren. And as the legend of the Siren goes, the new logo is as alluring as the old ones. A notable difference is that the ring around the Siren, that contained “Starbucks Coffee”, has been axed. From a customer’s perspective, the less cluttered logo breaks down the pre-conceived notion that Starbucks only serves coffee, as they have expanded their business to teas, light snacks and merchandise.
Looking at Starbucks customer value, it is easy to see what they lead their competitors in: customer, operational, product and locational excellence. Customer and operational wise, the business is well known for their their efficient, friendly and outgoing staff that exceed most other coffee joints. The service is consistent and the product has become a status statement, and location wise, who can deny that there are as many Starbucks as there are gas stations?
So back to the new minimalistic logo, as Thomas Stringham says in the internet magazine Advertising Age “…keeping your brand simple is a formula for success.”1 Like Apple, the Starbucks logo has been stripped down to its most essential features. This new logo will more than likely lure customers to linger in the coffee shops, just as Howard Shultz, chair of Starbucks wants.
1http://adage.com/smallagency/post?article_id=148060