Starbucks Corporation has unveiled the latest version of it’s corporate logo. Gone is the outside ring with the words “Starbucks Coffee” and a larger version of the Siren — a “celebration of the siren in a much bolder way“. Yawn… but is this really what Starbucks should be focusing on? As someone who spent most of my career in the service of iconic brands like McDonald’s, Microsoft, and Oracle — this represents thousands of hours of Starbucks employee’s time. As a customer or a stockholder do you feel this is where the company needs to be focusing this kind of investment? I think not. Don’t get me wrong, this type of effort can be very powerful if properly focused — I was at McDonald’s when they rolled out the I’m Lovin’ It tag line and it was remarkable how our marketing efforts were reinvigorated around the globe. I just don’t get the feeling that this is that type of change within the company.
As I understand, the new logo is just a part of the “next generation” of the company they want to roll out for their 40th anniversary. If they think a logo tweak alone will make a difference for them, they’re mistaken. I’m hoping this is just a part of more strategic changes for them. It’ll be interesting to see what else is a part of this next phase for them.
I agree. As a graphic designer who spent 16 years at McDonald’s there were so many times where graphic design was started before the content or idea was fully developed. This always lead to a lot of wasted time and money. The visual seems to be an easier thing to focus on and maybe that’s why people gravitate towards it. Not saying this is the case with Starbucks but maybe it was the easiest way to make it look like they are doing something.