Chloe Liang's Comm 101 Section 101 Blog

Brand recognition among consumers is a key factor to establishing the firm’s position in the market. A major aspect of a company’s image is its logo; it is what sets the business apart from the rest of its competitors, as well as providing the firm with character and sense of individuality. Starbucks is a prime example of a company that has built strong brand awareness. In doing so, Starbucks has fortified confidence within its industry and with its consumers. A demonstration of this confidence was the unveiling of Starbucks’ new logo to celebrate its 40th anniversary. The new logo has dropped “Starbucks Coffee”, leaving behind only the prominently seen green, two-tailed siren. This change shows that Starbucks has gained such strong customer loyalty and brand awareness, in which allowed them to be recognized only by its logo alone, following the footsteps of Apple and Nike. Redesigning a familiar logo is a risky move as consumers may reject or have negative sentiments towards such revisions as exemplified by Gap’s failed attempt to change its classic blue box logo. To be successful, a logo must be simple yet distinctively reflecting the company’s products and services as well as its culture and values.

Picture sources:
http://catchwordbranding.com/wp-content/uploads/2011/01/TheGreenDot.jpeg

http://www.catholicmatch.com/blog/wp-content/uploads/2011/03/Gap-Logo.jpg

Articles cited: http://business.financialpost.com/2011/01/05/fp-marketing-starbucks-gets-a-new-logo/

http://mashable.com/2010/10/11/gap-logo/