new starbucks logo – the resto without a name or the queen with two tails
what? the starbucks logo has a siren? where? since when?
seriously, until now i did not realize the starbucks logo had a siren in it. i know there is some kind of image in it but i didn’t realize it is a siren until i read this whole new thing that is happening to starbucks.
starbucks on it’s 40th year anniversary has announced a change in it’s logo. – from a siren in the middle and around is a band of green with the words in white that says “starbucks coffee”. they have now changed that to having just the siren and the words all together taken out. the starbucks CEO says it is reflective of the changes that will happen for the companystarung this spring.
to me the starbucks logo are the words “Starbucks Coffee” in white over green, dominant, strong and very clean, very simple and great or in many cases those words on green. geea, they just removed the logo i am familiar with and like from their logo. it might be the end of the world!
we don’t get it – starbucks just removed from it’s logo their own name. and the one element that most people can relate to and have come to appreciate. they have removed the equity they have successfully built over the years and during the years when starbucks was most successful.
we think starbucks has 3 enduring brand equities – the logo and name, the decor and design of their shops and their coffee. they just removed 1 of 3 equities that they own.
with the siren logo without a name, what are we supposed to call starbucks now?
we can just see a new generation of consumers, those who are children and not yet coffee drinkers referring to starbucks as The Siren resto or as someoen attempted a similar thing – The Resto Without A Name.
we have seen that happen with Prince. prince built his act and popularity with the name prince. but for some reason and i am sure a stroke of genius in his mind, he changed his name into this characters or symbols that nobody understood, much more pronounce. (they had a sound?) with the name change, he was then called The Artist Withyout A Name or the Artist Formerly Known As Prince. Prince eventually gave up on his creative idea and brought back his old name.
So now we have the same two options to call this resto – The Resto Without A Name (TRWAN?) or The Resto Formerly Known As Starbucks (TRFKAS?).
Oh, there is a 3rd option, people can call it The Siren. That is of course assuming it will be obvious to people the image in their logo is a siren. Come on, let’s face it, with that logo, people can vfery well call it Queen With Two Tails (QWTT?)
if starbucks persists on using this logo, we can have the next generation of starbucks consumers all confused and referring to their restaurant in many names other than starbucks or the options we have here.
why a big company with fiercely loyal customers will want to confuse their future customers is beyond us.
not that they are not having problems with their present customers. there is va firestorm being raised by its customers over the internet complaining and disliking the nameless logo. seriously, we think the starbucks logo is exactly like the Coke or Gap logos – you simply do not mess with it.
this is a WAWAM!
reason for change, from thestarbucks website (source: http://www.starbucks.com/blog/looking-forward-to-starbucks-next-chapter):
As we look forward to Starbucks next chapter, we see a world in which we are a vital part of over 16,000 neighborhoods around the world, in more than 50 countries, forming connections with millions of customers every day in our stores, in grocery aisles, at home and at work. Starbucks will continue to offer the highest-quality coffee, but we will offer other products as well – and while the integrity, quality and consistency of these products must remain true to who we are, our new brand identity will give us the freedom and flexibility to explore innovations and new channels of distribution that will keep us in step with our current customers and build strong connections with new customers.
You’ll begin to see our evolution starting this Spring. And there will be much more to come, as we celebrate our 40th anniversary by honoring the millions of customers and thousands of partners who’ve made Starbucks such a welcoming presence around the world. We think you’ll like what you see.
the creatives explain the design change, from the starbucks website (source: http://www.starbucks.com/blog/so-who-is-the-siren
As a writer, though, I can tell you that there is a lot more to her than just the design and how she looks. This is what she means to me, and to us.
She is a storyteller, carrying the lore of Starbucks ahead, and remembering our past. In a lot of ways, she’s a muse –always there, inspiring us and pushing us ahead.
And she’s a promise too, inviting all of us to find what we’re looking for, even if it’s something we haven’t even imagined yet.
She means something different to every one who sees her, who knows her. For me she’s kind of the final say on the spirit of everything I write and everything we do. Even as I’m writing this, I wonder what she thinks. (She likes it, by the way.)
Here we are today. Our new evolution liberates the Siren from the outer ring, making her the true, welcoming face of Starbucks. For people all over the globe, she is a signal of the world’s finest coffee – and much more. She stands unbound, sharing our stories, inviting all of us in to explore, to find something new and to connect with each other. And as always, she is urging all of us forward to the next thing. After all, who can resist her?