It was interesting to read Jessica Wong’s post on the new Starbucks logo for 2011. As she mentioned, this new design removes the outer ring labelled “Starbucks” and what remains is their siren mascot. However, I have to disagree with Jessica’s point that the new logo will confuse customers.
Starbucks came into business since 1971 and has made a strong brand equity throughout the years, even today. Right now, its has over 16,858 stores in 50 countries and generating a net income of $946 million. It is hard to believe one who dwells in the city does not know the Starbucks brand. As coffee has become an integrated part in the lives of those in the work force, the knowledge of understanding the different qualities and categories of coffee is inevitable. We know that Starbucks is considered one of the high-end top-quality brands in the coffee industry. With their solid reputation of service and quality in coffee, along with their ubiquitous stores around the world, the siren has slowly been engraved in the minds of the people in today’s commercial society.
To me, removing the outer “Starbucks” ring is another step of repositioning their brand to another level. As mentioned with its solid reputation, there shouldn’t be much difficulty in recognizing that we are drinking coffee from Starbucks as we hold a cup with the siren logo imprinted. My point is, Starbucks has a strong foundation in the promotion of its brand to the public that there shouldn’t be a difference with or without the outer “Starbucks” ring on the logo. Whenever we see the siren, we immediately think it’s Starbucks. I believe the stage Starbucks is in, is old enough to let go of its flotation ring and swim for further success.