Lucas Palovic: https://blogs.ubc.ca/ubcsauder/
Lucas Palovic pointed out that not only Starbucks, but Target had recently modified its logo as well, eliminating the word “target”, and placing red cross-hairs over the single ring and dot. This made me wonder, are they removing the wording to showcase their popularity and strong brand image, or is it just another way to attract those who do not already know what their logo is about, and to utilize people’s curiosity to attract them to the company and its stores?
Many successful brands have been able to use no more than a symbol to convey their identity, such as Apple’s apple logo, Lululemon’s horseshoe-like symbol, as well as various car companies such as Maserati, Mercedes-Benz, and Audi. These companies are well-known, and most consumers see them as high-end.
The absence of writing in a logo may portray luxury, or specialty goods. This may be the reasoning behind Starbucks’ and Target’s logo changes. The change could steer their brand image towards a higher level, with a greater feeling of lavishness. Those consumers who are familiar with the brands might feel a rise in status. On the other hand, those who see a prominent display of a new symbol with no writing would want to find out what all the hype is about. I am not sure if this is the case with most people, but if I see a logo worn by many people, or on many shopping bags being carried around, I would want to know what people are so intrigued by.
It is a smart move to take an old logo, and give it some freshness using only slight modifications to help it get noticed – not to the extent that those loyal to the brand feel a loss in connection. Companies should take care not to change their logos to the point that people cannot identify with it anymore.
Photo Credits:
Target New Logo
http://weeklyworldnews.com/headlines/27303/new-target-logo/
Target Old Logo
http://www.tubapants.com/2008/04/06/security-guard-fired-for-securing/
Starbucks New Logo
http://seerpress.com/starbucks-reveals-new-logo/21008/
Starbucks Old Logo
http://themarketinghub.ca/blog/starbucks-loyalty-marketing-surprises-in-store/