Starbucks Logo Redesign: A Preview

Last year it was The Gap, this year it looks like Starbucks will be the next major brand to redesign its logo. According to the video featuring Starbucks CEO, Howard Schultz, Starbucks logo redesign puts the company one step closer towards positioning itself to further evolve its business into more than just coffee. I'm not sure what that means, but am curious to see where they move to from coffee (they already corner the market in caffeinated gift cards and seasonal cd's).

Schultz states the new evolution of the logo embraces and respects the company's heritage while evolving the Starbucks brand for future growth. At it's core its the essence of the Starbucks experience - the coffee, its partners, and the connection with its customers.

A look back at the Starbucks logo - which one is your favorite?

5 comments:

  1. I think I actually prefer the 1987 version...long before I was a Starbucks junkie!

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  2. If I saw the new logo on it's own I wouldn't know it was Starbucks. Not a regular customer but I recognise the existing logo. The central image isn't something I've taken much notice of, at least not enough to spot it without the text around it.

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  3. I believe now that the name and identity is forever engraved in our brains, we can recognize who it is like Target, Nike, etc.

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  4. I really like them all, and I believe we'll be seeing more retro packaging, as with Pepsi's throwback campaigns. Likewise, having a back catalog of logos is a great way to generate discussion about the product. I really like the newest logo the best. It is the best yet. The '92 version is so excellent, but having the run-around text created a concentricity which detracted from offset circle at the center. Now the play between these offset circles is unimpinged.

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  5. I think it's fine. Starbucks is evolving into a media channel and will be doing more that space; making the Coffee part of the logo a little too narrow.

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