Starbucks is Feeling the Heat Over New Logos

Entering its 40^th year of service, Seattle based, Starbucks Coffee Corp. has decided that it is time for change. After having the same logo featured on their cups since 1992, with the exception of promotional cups, Starbucks has finally revamped it’s logo. Starbucks’ fourth logo of all time features the same old Mermaid, minus the words “Starbucks Coffee” that previously wrapped around the logo. Some Starbucks regulars believe this new cup looks cheap, some even say it looks like the cup you would receive a $2 latte in, not a $5 Starbucks Latte. Another Starbucks faithful said that he might stop drinking Starbucks all together because he dislikes the new logo so much. People believe that the removal of “Starbucks Coffee” from the cup is an ignorant move by Starbucks. I personally really like the modern look of the new logo, and yes it may be ignorant to have removed “Starbucks Coffee” from the cup, but honestly the majority of people know a Starbucks cup when they see one.

This new design has outraged many consumers, and for a company like Starbucks with a very loyal customer base, there is a little homework that Starbucks should have chosen to do before making these changes. They could have preformed surveys, or even logo design contests, to ensure that customers will like the new logo. Starbucks has to remember that they have developed an image that they need to live up to, and if customers are put off by this new design they will most likely go purchase their coffee, cheaper, elsewhere. But, in the end these are just cups, and when it comes down to it, it isn’t the cup, it is what is inside the cup that matters.