Liking the Siren Update

January 5, 2011 at 6:45 pm | No Comments »

Starbucks announced a logo refresh today. I hesitate to append the term new, as other pundits are, since the update basically just drops the surrounding circle, English words and two-color registration requirements. While I’m sure a lot of blowhards will fire from the hip with hate, I think Starbucks has done a nice job.

First, it’s tied to the company’s upcoming 40th anniversary. Seems appropriate to recognize such an event with a visual update.

Second, they are pre-announcing it rather than springing the change on customers and more importantly employees. Giving audiences time to get used to it in advance.

Third, they debuted a page with Howard Schultz explaining the thinking and rationale.

All in all, I can see this becoming a text book example of how to move a brand forward.

The refreshed mark also accomplishes some points that Schultz didn’t address in the video. I think dropping the words in the circular band is very significant. For one, it moves Starbucks beyond a single language. The image mark will communicate the brand name as the swoosh does for Nike or the three-point star for Mercedes Benz. No translation needed on the increasingly important global stage. And as I alluded above, using just one color where previously two were required will cut printing costs. Given the number of paper cups Starbucks must blow through everyday globally, that had to be a factor.

Well done Starbucks. Other brands should take note.

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