Looking Forward to Starbucks Next Chapter
We’ve always believed the best days of Starbucks are ahead of us. So we’re excited to share with you where we’re going.
Nearly forty years ago – in a small retail space in Seattle’s Pike Place Market – Starbucks began its journey as a roaster and retailer of high-quality coffees from around the world. Back then, we sold only whole bean coffee – we wouldn’t begin offering espresso beverages in our stores until more than a decade later – but the Siren was as much a part of the Starbucks story as she is today.
On any given day here in Seattle, I might visit that original Pike Place store – but I might also drop in at our newly refurbished Olive Way store. The two store designs couldn’t be any more different – one harkens back to our heritage, the other looks boldly ahead to our future – but at their core, they’re identical, in that they retain the elements that have been true about Starbucks since the very beginning:
- A unique retail experience that creates a Third Place for our customers between their homes and places of work
- A carefully crafted offering of the finest, high-quality coffees from around the world
- The emotional connection that our partners make daily with our customers.
Throughout the last four decades, the Siren has been there through it all. And now, we’ve given her a small but meaningful update to ensure that the Starbucks brand continues to embrace our heritage in ways that are true to our core values and that also ensure we remain relevant and poised for future growth.
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.
Thank you for continuing to make Starbucks part of your life.
Who's the bonehead in your marketing department that removed the world-famous name of Starbucks Coffee from your new logo? This gold card user isn't impressed!
Wow... What a beautiful and compelling way to move the company into the new millennium. I always thought that the harsh black band around the siren represented the shackles of history past. I applaud your efforts to bring change to the coffee industry in such a monumental way.
"Wow... What a beautiful and compelling way to move the company into the new millennium." WOW how long have YOU worked for Starbucks?? The removal of words from the logo is ridiculous. We still use written and spoken language to communicate. You are diluting your message and Corporate identity with this change. Bad idea.
Unfortunately, I do not agree with the new logo. It's almost like the scenerio where GAP changed their corporate logo look, and the backlash against the design made management rethink. Although, I love Starbucks, the new logo isn't for me. It feels like the Siren is lonely...
email me if someone starts a facebook page against this new logo and I'll definitely become a fan of it. sbucks-new-logo@heramb.net
I could understand it possibly if the space for text didn't work well when you translate the company name to other languages, but I still think this logo change was not very well thought out. If I had to pick between the text "ring" and the siren, I'd say I remember the text ring much more than the lady. I used to think it was a stream running down from a mountain. (symbolizing the freshness of the water used to make the drinks or maybe the serene place in nature where the beans
Although I am not a fan of this new logo, I do find it more palatable by adding an addition green circle around the design, which makes it less painfull to look at. If you look at my slight alteration - www dot 86it dot biz slash starbucks , I think you might agree.
It looks cheap and tacky... Starbucks is losing its class
Class? Its a coffee store. Get over it.
Much better with the additional circle around it, I strongly recommend looking at the slight modification EdwardCannata made and considering that in the final design.
Eric you're dead on.. Edward Cannata slight modification makes a vast improvemt.
Edward, I do like your rendition of it far better...not very impressed by the change otherwise. Maybe they will consider it. Having been a barista for close to ten years & customer for longer, the familiar logo will be missed. I hope they took note of what happened to the brilliant Gap logo change....
I really like Edward Cannata's idea. I think that they should look at it. It makes it look much better I think. And I do like the new design but I like it much better with Edward's idea.
I didn't think the siren logo could be changed that much by a thin green line, but boy, does it make a difference! I would hope that the Starbucks execs would have a look at your logo, Edward. It does ground the siren and give her substance, instead of her just floating on the cup. AND it brings the logo back to the original Starbucks logo "look" and branding. I didn't realize how important the green ring was to the Starbucks brand until I saw your logo for myself.
I agree, the green ring makes it much better. Although I think this new logo is a bad decision and won't be surprised when they revert back or continue pairing it with the words Starbucks Coffee.
Edward I agree that little ring makes a huge difference
really like the additional ring.. without the ring, its just incomplete.
but then again, ring or not ring, new or old logo, its the drinks and atmosphere that i've loved.. so, i hope the new changes Starbucks is bringing will just make the experience a whole lot better!
but please, design team, consider the green ring :D
WOW, that green circle completes it. If it must change, I vote for this logo!
Why do so many people feel the need to change something when it's not broken? I do not like the new logo at all. It looks like a printing mistake. Maybe they ARE trying to save money on printing and go from a two color cup to a one color cup. I DO like the slightly altered version from one blogger named Edward Cannata. I too, think Starbucks should consider that.
Hard to believe you're not a member of the design team that did this... :-/
I think it is bold, brave, and beautiful! Admittedly, I was jarred by it at first glance, but upon viewing it again this morning, I find I am attracted to it—both as a longtime customer, and as a professional graphic designer for 30 years. That said, I believe that the most recognizable image associated with Starbucks _coffee_ is not the siren but the green ring. The hint at "beyond coffee" in the CEO's intro video provides a clue for the redesign rationale... can't wait to watc
Thank you everyone for your kind words and thoughts in regards to my Logo alteration. I hope they adopt it, as I too believe that this slight adjustment will make a tremendous difference in it's acceptance... http://www.86it.biz/starbucks
+1 for the line!!
I like the line. Count me in but I also agree with others that the words should not be removed. Maybe arranged differently or something.
probably the same one who turned the great balck card into the lousy gold card and can't seem to figure out how to mail out the reward cards in a consistnat timely manner. It must be Progress if it is a step backwards!
That has soured me to Starbucks more than any other single action. The morphing of the black card to the joke that is the gold card shows how Starbuck has lost their focus on those who frequent her most.
I agree they seem to be going backwards.
they can't send out the free drink cards on time because they can't keep track of purchases. i have yet to see an online balance that matches what my card balance really is. it's usually only off by $50 or more!
My balance is always current and correct - even when I check it from my smart phone.
I still don't get why the reward cards can't be emailed with a unique promo code, or sent to my phone, for that matter. What a waste of paper. Agree also that the gold card is a step down from the black. I miss my black card. As for the logo, it definitely loses visual punctuation without the "stamp" look and feel. The green ring is actually a smart way to frame the siren, which really should be kept black to emphasize the curved lines of her hair and body in white.
The circular shape and stars also aid in evoking a maritime feel (think a sheep's wheel or a life preserver). The extra stars (2) besides the one in her crown also help to add punch and tie everything together. The new logo looks washed out with just the green and the siren actually gets lost, despite the fact that it's the only thing that's there to represent the brand.
The new logo leaves me with a "blah" feeling when I see it. I realize that Starbucks has done a good job with "branding" their image, but without the Starbucks name on the logo, there seems to be a disconnect with seeing it. I have to go hmmm...coffee cup-->mermaid-->green-->Starbucks. And I agree that discontinuation of the black card was a lousy move on Starbucks part. The appeal of discount, makes customers frequent your stores more often.
I totally agree. Not very exciting.
YES!!! the blah feeling is exactly what I thought. I never really looked at the mermaid. I love the name and words STARBUCKS. It makes me wonder what are they planning on doing if they no longer want the name Starbucks or Coffee on their logo?
I agree with runningwithscissors. The new logo is not appealing. The branding is gone. I hope Starbucks will reconsider removing its name from the new logo
Geez, you guys! It's all about the stupid discount. The coffee is wonderful and I'm sad the name is disappearing from the logo!
I agree that it's a step backwards. The logo is one of the most powerful marketing tools a company has. I understand the removal of "coffee" from the logo, but by removing the name it won't work as well. Like Jack-in-the-Box removing all text from their logo and just leaving a red box. The former logo looks like a stamp, a seal, like it added value to my $4 cup of coffee. The new one makes my cup of coffee look cheap. I have to say this though, major kudos to starbucks for posti
I totally agree! From the video , it appears they are trying to move past their roots of coffee & branch out to other revenue streams. As a shareholder I applaud that; however, it doesn't make sense to dilute your trademark by removing the name! It would be insane to re-brand the company to Starbuck's fast food... The gold card has become a joke - it looks cheap, the rewards do not equate to the old program, & they just gave away the internet reward. Why am I letting them use my
I don't think they should even mail the cards. I think the computer system should just know when you have met the # of points for the free drink and then put it on the receipt for the next time or make the drink you are buying when it has been fulfilled ring up free. THey could save postage and the paper of the postcard
I completely agree, maybe this is the kind of idea that the marketing 'experts' should be working on!!!
+1 this is a great idea...
D'Angelo/Papa Gino's does this already & it is GREAT! free sandwiches are loaded onto your rewards card :) More points = more free sandwiches
I would like my black card back as well as the old logo. The new gold card is as unappealing as the new logo - the so called "loyal customer" benefits that are sent out in postcard form seldom make it to the mailbox. Don't bother complaining to Starbucks as they told me to take my complaint to the postal service. Give us lower prices instead of new logos and wasted postage.
This just in - prices for EVERYTHING are increasing. It's the world we live in, not Starbucks. This is a post about the new logo, not about how your rewards card is a different color. MOVE ON.
I whole-heartedly agree with you & MimiKatz. I am a stockholder and avid customer. I guess I'll have to buy more cups with the logo that I love quickly before they disappear. Why is that companies always take away products or change them when eveythings going along smoothly. "if it's not broke, don't fix it!". I am so angry -- I love the logo Mr. CEO!!!!
Folks, Starbucks sells decaf as well -- look into it....black rewards cards are not going to cure cancer and a slight logo change isn't going to cause deaths. And seriously? "I guess I'll have to buy more cups with the logo that I love quickly before they disappear." - I LOL'd
Agreed. It's time to take a chill pill and relax. I don't know if you guys realized this, but Howie has brought our stock up from the 7/8 dollar range back up to the lower 30s. I think he's on to something. With that being said, it's amazing how sensitive people are to this change. That, or people just love to complain. I personally love the new design. Minimalistic and chic. No need for the green ring. It's perfect the way they designed the new one.
*like*
I have to agree; I prefer the old logo. I've been a Starbucks fan since I lived in Portland, OR in the late 80's and I've been in Mississippi for the past 11 years enjoying Starbucks. I'm all for change...I think it's great, but I'm not impressed with the new logo. I like the old one much better!!
Interesting. Why is it that when a company has any kind of milestone (good or bad), their executives feel its necessary to ***** around with the company logo? I've seen the same thing happen when a company has financial problems too. Don't get me wrong—I'm a graphic designer and love to design logos. But when it comes to brand identity, its best to not constantly mess with trademarks. In this case, I'm thinking that the removal of the company name is because Starsbucks is so overe
lol! this blog removed the word "sc-re-w" around as if it were a curse. It also cut off my comment about the overexposure of Starbucks. I don't think that there is anyplace in the world that don't have a Starbucks coffee shop. I'm thinking that the bonehead who made the decision to remove the name was an exec/CEO and not the poor folks in marketing who have to figure out how to make a bad decision work.
I so agree!
I am in agreement with Mimi Katz. Removing the Starbucks name off your logo does not make any sense. I have been a big supporter of SBUX since the early days, taken expensive rides in taxis to get my morning coffee, even waded through two feet of snow in my business suit and my business manager in tow, but I do not see the logic of your Business Development folks for the removal of the Starbucks name. Free advertisement on every cup, every day. Think about it.
I totally agree. To remove the name is absolute corporate suicide. Does starbucks company want the 40th anniversary year to be the year that starbucks fell from grace? I also agree with the above comments that the design leaves you having to make several brain connections as to what it is, as well as the fact that the new logo actually makes you lose focus on the mermaid, rather than sharpen it. It is an altogether dumb idea. THE dumbest I have seen from any company in a while.
I agree wholeheartedly ... bad idea to remove the Starbucks name. cjsvendsen is just a touch too lavish in praise ... I bet he/she works in their marketing dept.
If it ain't broke don't "fix" it. Lose the change, or at least keep the name!
Concur - foolishness. Fire the MBAs and use some common sense. Certainly hate to see profit used to pay for bad advice such as this. Pure foolishness.
no one likes change....myself included! i prefer the iconic brand!
Plenty of companies have readily-recognizable logos without names (Apple, Nike, Target, to name a few). It's a monument to Starbucks marketing success that they are recognizable without their name. I just personally hope that the storefront signage is eventually done too, not just the coffee cups.
What makes you think that the logo is recognizable by itself? they have done no advertising the focuses on that logo. the others cited have done so. plus, the logo is obscure, expect perhaps to intellectuals.
The Target log of the bullseye is almost always with the Target name besides it.
Wow - how disapointing. Strange concept. I am not impressed that you would remove the Starbucks Coffee name from the visual branding. I will be honest, I spend minimum $500 a month on Starbucks - this in not including when I buy merchandise or supply my 45+ staff members food from Starbucks monthly at meetings. I work for a company that has long prided itself on its logo (sometimes I think it means more than the product itself to our customers). Prince though he was just a symbol ..........
I was extremely disappointed to see that the Starbucks Coffee words around the siren were removed from the logo. Why Starbucks want to remove its name. I always loved to see name around the siren. I think it is a bad bad idea. Please, whoever is in charge, take people's take on this, do not take the name off the logo.
I agree 100%. This is the kind of thing that overpaid executives do to fluff their resumes before moving on to the next company. Memories of the "New" Coke.
although not impressed too much either logically and business minded they will save oodles of money by going to one color on their cup instead of two colors.
THANK YOU for recognizing the *real* reason here: it's no longer a two-color process. The cups go through one color (coated PMS color #3425); just green ink, so there's no need to go through another color pass for black ink. Additionally, there's less scrap due to alignment issues (inevitably, every press will occassionally have an alignment issue where the black doesn't center perfectly on the green, and the whole printed batch is thrown out).
I had the same reaction: the redesign says "cheaper printing" to me much more than "looking forward (to 2004)". Ironic, isn't it, that Seattle's Best will now have more "upscale" cups?
Sure, but risk recognition for the saving of a few cents that are ALWAYS passed on to the consumer??? Not worth it. First think I learned at my very first job, "A large coke is 99 cents, the cup costs 15 cents, the ice is another 5, and the soda is a penny - the rest is pure profit!"
Cost avoidance may be part of the story, but this longtime javahead thinks SBUX wants to move more heavily into non-coffee goods and/or services. Howard said as much. ... For someone (like me) who likes black, bold coffee and plain espresso, this move away from the basics (coffee) has been going on for some time. This is nothing new, just more of the same. EPS growth won't come from coffee revenue increasing. SBUX is removing the coffee bond/tie.
I agree the cost-cutting is more the real reason. Just like Wal-Mart and their thinner bags that always break in the parking lot...this is a way to make the cups cheaper. Not a fan of the logo at all, but the brand is so strong already that I doubt it'll hurt sales enough for the decision-makers to listen.
I agree the cost-cutting is more the real reason. Just like Wal-Mart and their thinner bags that always break in the parking lot...this is a way to make the cups cheaper. Not a fan of the logo at all, but the brand is so strong already that I doubt it'll hurt sales enough for the decision-makers to listen.
I totally agree with MimiKatz. In fact, I would much rather see the siren lost and keep the name. I am a very regular Starbucks customer and I really didn't give any thought to the picture. The actual name says it all. The visible brand should the "name" not the siren.
The siren was interchangeable with almost any other squiggly image. The name is what was recognizable in the logo. Definitely not purchasing any new branded mugs or shirts...No one would know it was the Starbucks logo.
I think it's nothing more than paying homage to the fact that Starbucks truly has evolved into an internationally recognized brand, with or without its name stamped on every single cup! The siren has been there from the beginning, and so will the coffee!
I agree. I HATE the new logo. I do not associate Starbucks with the white cup. I associate the Starbucks brand with the Siren surrounded by the green Starbucks circle. Starbucks truly needs to rethink this marketing move. The new logo is just too simple and does not say anything about Starbucks. If they are looking for effective marketing, then they are not achieving it with the new log.
this is simply a herd mentality marketing- trend to move away from branding with words and just use symbols for branding. Also, he should have listened to his mother when she told him "sit up straight". David, you present like a faux recalcitrant teenager.
MimiKatz, that was my first thought as well. Who the h... would mess up one of the most recognized logos by removing the most recognizable item in it. It now looks like the logo for a group of people singing Christmas carols. Hopefully, they will change the logo again shortly.
Starbucks is on the brink. It could go good, or very very bad. Really? That's the best they could come up with? The new logo looks like they're trying to save costs on ink/printing. That's how I see it. I've always thought of Starbucks as a cut above, but seeing the new logo shows me that's not where they're heading. There is nothing high-class about that logo. We'll see the merchandise in dollar stores in no time. I wish them luck this year.
I agree this logo is awful. The point of branding is to get your "NAME" out there. There are only a couple companies that can solely rely on a symbol and I don't believe Starbucks it one. McDonalds and Nike seem to be able to do it. Frankly, I've never much paid attention to the inside of the circle I think they'd be better blanking the inside and leaving the Starbucks Coffee. My guess is that their is a cost savings by eliminating the two-tone color structure.
MimiKatz, it is called evolution. For better or worse, things change with time. So don't get stuck in the past. Starbucks needs to reinvent itself with the time. Otherwise, something new and exciting will replace it.
I disagree. Branding is deeper than that. I'm all for the new logo and I support their efforts to keep up with the times. After all, change is more than necessary, its essential. As gold card members, we understand that Starbucks is not only a place to grab a cup, but a place to relax when we're out of the office or away from home. The feeling and experience we get from a well-crafted cup of coffee is a product of Starbucks' adaptation to consumer and marketplace climates. Good job St
Agreed - Not impressed. Good to go with only one color of ink. Don't remove the words.
OUCH! Marketers, marketers, marketers. I hope they have a strategy cause without the "Starbuck's Coffee" wording in the logo, brand equity will be more difficult to maintain & grow. Only real avid/heavy users know what the lady stands for, the rest of the world see's the whole logo...which means PREMIUM. Why in the world would you take the brand name off an advertising platform that gets seen by hundreds of millions ofusers a day? It is like selling a box of Cracker Jac
Agreed! It's unbelievable they would make such a dramtic change -- the new logo doesn't show the old coffee-company brand, it's just a company trying to be something they're not....you're doing amazing...why change? Devestating
Amen! The new logo looks unfinished and plain. The border around the edge is a major part of your brand, which you've spent millions to build over the years. It's every bit as important and recognizable as the siren - perhaps more so. This new logo is NOT a good idea. As someone with an MBA in Marketing I must say, once again, "I hate Marketing people! What boneheads they are!"
I was a little dishearten to say the least when I saw the new logo. We are all dishearten to change of things we have grown to love. Changing a logo will not make me stop going to Starbucks. It is the COFFEE I LOVE THAT BRINGS ME IN and the WONDERFUL STAFF I see everyday. I am a proud Gold Card Member and Hope to stay one for as long as I can.
I agree... BONEHEAD is the correct term! If Starbucks plans on venturing out in to product lines other than coffee, at least keep the name Starbucks in the logo. Drop the word coffe if you feel it limits your product line, but at least keep the name in there. Honestly, the new logo is ugly. It may have needed updating, but this logo was over-simplified and looks like the work of a middle school art student! Keeping the siren may have been a requirement but sheesh..... Ask a high school art s
I can't believe that you would dare to remove the most-recognized coffee brand name & logo from your cups. Nobody pays attention to the Siren in the center of the logo--I never noticed it until today and I am at Starbucks 6-7 days/week. If you want a change, change the font or add another color to the green, but don't remove the words that everyone around the world recognizes. It doesn't make sense to me!
Boo! I like the current logo. Fire your brand manager! It looks like you're trying to save money on ink.
Ditto - why would you take your name unless your planning to start seeking something other than coffee. If it's an issue of cutting down printing costs using one color instead of two on the cups etc. then just print the current logo in all green. The new logo is modern but looks like it belongs on a new outboard motor or a new cruise ship. Oh great I just gave them a new idea.
I think the marketing department totally missed the boat on this one. The logo is very boring, and Starbucks isn't listed any where on it. I, too, am not impressed.
Not liking it so much! My daughter says the same thing. BLAH!!! And what's wrong with the old anyway?
I can't believe a company as successful as Starbucks, which also has had a successful logo, would even think to change it at this stage in the game! Your logo is what has become familiar, and believe it or not, not everyone is so familiar with Starbucks that they would associate the "picture" to the name. Bad, bad marketing move!!! I hope this isn't the downfall of the company, because I am a HUGE fan of Starbuck's!
I think the brand is developed enough that the logo itself is enough and the people know the brand of Starbucks Coffee well enough to see what this represents. This gold card user loves it!
I strongly disagree with @MimiKatz. This is an evolution of their brand, which further simplifies it and distills it into a meaningful icon for consumers. While the new 'lonely siren' logo will be used most of the time, there is always the option to layer in the other, older elements (text, black ring) for various purposes. This method is time tested and works well for expanding brand recognition and versatility. Examples: Target, McDonald's, Nike, Adidas, etc.
I agree. Why fix it if it's not broken. Keep the logo the way it is.
I won't go as far as to call someone in marketing a name but MimiKatz is spot on with her comments. And, I, too, a gold card user am definitely NOT impressed. Please redo...
I'm with you. I can recognize that green ring with the Starbucks name in it on a sign from a mile away, and I've hardly noticed what's inside the center of the ring. Now they want to take away the ring and leave the center. Dumb.
I must agree with MimiKatz and the rest of the posters that do not like the new logo. They took away the most recognizable part of the brand, the name. I certainly will not be collecting "green lady" mugs from all over the country, nor will I purchase any of the STARBUCKS mugs (that fill my kitchen cabinets) if they don't have the name on them! Totally agree, it wasn't marketing that approved this, the CEO needs to make the shareholders happy, so beer, wine & a new logo i
The name Starbucks is on the back of the cup in BOLD print...bonehead :)
If this was Facebook, I'd totally be *liking* this post. Heck...I love it.
If this was Facebook, I'd totally be *liking* this post. Heck...I love it.
Sorry. HATE the new logo. Miss the Starbucks Name from the logo. If it ain't broke don't fix it.
I agree 100% with your comment. Not many people recognize the siren and associate it with Starbucks... but everyone knows and recognizes the NAME! I am not impressed either.
Great statistics. Where did you get them?
So...you're telling me that if someone goes into a Starbucks, and sees the new logo, they will stop ordering their drink right then and there and walk out? You may not like the new logo, but it's not going to change a consumer's decision to purchase the product. Also, it won't take much time at all for Starbucks to be recognized and associated with the siren.
It's not that unusual for companies with brands that are very well recognized to use a symbol without their name (Nike, Pepsi, Lululemon, etc) I don't oppose that so much, especially because the name is still on the cup, but I think that the "updated" siren's scales are too prominent now. My gut reaction was "Eww, fishy coffee!" The company provided explanation about releasing of the circle to open up the way for more products - makes sense though.
I have to agree with you MimiKatz. I can't endorse this new logo. I've been a gold card member for quite some time now, but I will probably be embarrassed to carry around such an obnoxious logo on my coffee cups. Perhaps the controversy over this change will actually get people to recognize the logo even easie, because it's something they aren't fond of. It's just fine to use a less coffee-centric logo in order to brand non-coffee products, but think about your core consti
Very generic cup for a company that is anything but generic. Just don't change your products. :D
I really love the new logo and I work for Starbucks! Those of you who think it is so easy to do all the things you are talking about should try thinking about it on a global scale and give the company some credit- they have done a lot of great things including taking great care of their customers and their partners- I find it sad that it is so easy for people to pick out such little petty things. We should be thankful instead! It looks awesome and I am excited about what is ahead!
Trewblue, I think I speak for everyone when I say that we also LOVE Starbucks. And we give Starbucks all the credit in the world for their success. But let's not kid ourselves--Starbucks has never been the brilliant marketing mastermind of the Northwest. We all want to see Starbucks do well. THAT'S why so many of us do not like the new logo--because we think it will hurt Starbucks more than help it. We think Starbucks deserves better than this logo. Was it designed in-house or by a PR or
Jaga30 - correct. And how amazing that customers...those people buying the stuff and making the company successful...actually have an opinion.
YES!!! This is the best thing I have seen as far as comments! I am also a partner, and I COMPLETELY agree with you!!!!
I have been drinking Starbuck's now since I have been born it seems. It is not so much a great coffee (which it definitely is otherwise I would not drink it everyday) but a culture. It is about your people and the fact that everyday they greet me with "hey what up", or "how was your weekend" or "love the new haircut". But beyond that is about the fact they always know what I want to drink and have it ready before I can even pay. They are my family and if this
Don't see where to leave a a fresh comment so will use reply on this one...hate this new logo! Why must companies feel compelled to tinker with what is already working?!? The new logo looks unfinished an incomplete without the Starbucks name around that awful picture of the siren! What was wrong with the old logo and why did you feel the need to waste money designing a new one? Will your already overpriced beverages now cost us more now that you have replaced a logo which already worked an u
Please listen to your customers and halt the printing of this new logo!!!
It's really boring and cheap looking.
It doesn't project the coffeehouse feel, you say you want to retain.
It says "fast food dollar menu"!
Your new logo is lame.
Starbucks is not worldwide, ubiquitous like Nike yet. Michael Jordon was required to pull that off. You can't leave off the name. >90% of your customers recognize the logo from the circles and the name. Less than 10% could even say what was inside the circles to begin with. Hmmm. Might this become a business school case study in the future.
McDonald's has removed their name from its logo for years now. This is a bold step which also says to the world that Starbucks no longer needs an introduction. Remember why most of you like the logo as it is: Your cup is a status symbol and fashion accessory.
Exactly. They're worried about "recognition." For the company? Or for them? Because really, it'll only take about a week after they come out and teachers bring their cups into work, desk jockeys bring their cups into work, and gophers bring in trays upon trays for their bosses of cups. It'll be recognized in a hot minute!
I personally agree...while this does present a more simple approach to the logo I find the removal of the words "Starbucks Coffee" distasteful to me. As goes Starbuck's drink policy: I ask that this logo to be corrected till made right.
While I like the updated Siren, I am shocked to see the Starbucks name gone. I can understand dropping "coffee" as you've moved well beyond that as your only product offering. But, it's the name "Starbucks", not the Siren that identifies your brand.
I was pretty disappointed when I saw the new "cheap-knockoff" logo in the email.
I hope this is just another silly publicity stunt to get folks talking about Starbucks (like the menus?) through the desecration of the logo... and after having received enough negative feedback from the "loyal customers" they'll revert back to something closer to the current version. Or, maybe they're branching out from coffee and don't want it so prominenty displayed on the log
The outer ring IS the most recognizable part of the logo! Your reason for updating the logo sounds very loosely conceived. People have as much of a relationship with the letters and font as they do to the image in the centre. The siren floats there ungrounded now and the design feels thin. I am actually infuriated that I will have to look at this lesser logo!
I'm surprised reading everyone's negative feedback; I really like the new logo. The hallmark of a distinguished brand is when consumers recognize the logo without the brand's name; doesn't everyone know the Nike swoosh without "Nike" written on it, and the Shell symbol without "Shell Oil"? I like the openness that comes from the removal of the green ring, and I love that the logo is still balanced and symmetrical. Congrats on 40 years!
The quicker you admit your mistake with this new logo - the quicker it will be to get onto something meaningful in moving your company forward. You have just played into one of the sure ways to know a company is on the downhill slide and doesn't know what to do.... Duh, lets change the logo....
I do not like it at all.
My friend Lenka and I, as we drank our Starbucks coffee, decided we are definitely strongly opposed to the change. As a shareholder, am even less happy. Follow in the wise decision of GAP clothiers. Abandon this proposed new logo.
GAP logo was a different case altogether. The GAP doesn't have people walking around with GAP bags into work every morning. Starbucks culture has infiltrated people's lives enough to drop the name.
Agree with MountainBikerForever wholeheartedly. Also a shareholder and dedicated customer - might consider having my investment and coffee elsewhere. The GAP case illustrated the crisis managment and how this company listened to its customers. It is not as simple as dropping the name and being green. I am seriously doubting the management capability by looking at the stock performance and strategic initiatives for the recent year.
I totally agree. i understand the company is not all coffee but the name Starbucks needs to stay on the cups!
The name has not been removed from the cup, just positioned in a different place. I think that it is a classy step for the company, and shows where we are going. It has been a huge year of growth for Starbucks, first with VIA, then with the refocus on partner experience. It is time for an update to the logo. Is it really going to stop you from getting your morning cup of coffee? No. Move on and don't insult the marketing guys :-)
I love that you get it.
Has marketing ever polled customers about whether or not they liked the siren in the logo? I personally have never liked that portion of the logo & appreciated the fact that the Starbucks Coffee ring helped to downplay the siren. I'm glad I get my coffee in the stainless thermal mugs that only have the words Starbucks Coffee as the logo. That said, I really enjoy Starbucks (not the siren symbol formally known as Starbucks), especially the wonderful employees and the atmosphere they create
Poor Howard Schultz. He really wanted to have his mug on the face of the StarBucks Logo because he's not getting enough attention. Well, good or Bad, he is getting the attention he wants! And this one is a **** poor decision.
Oh, no, no, no....I like the siren but the Starbucks coffee ring is what completes it. I hope the old logo stays. It is like a mysterious world of its own that invites everyone to experience it. Without it, the siren looks like just a fish vendor. It must be less costly to print the new logo. Oh well, if it must happen just don't change the best product ever and the great customer service (my only bad experience for customer service was in New York).
Read through quite a few comment - quite honestly - WHO CARES about the logo. Do you drink the coffee for the logo or the quality/taste? If you are that shallow that you MUST advertise to everyone that you spent $4 + on a cup of java then you have more problems than the logo. Get over it - embrace the change. I think the design is beautiful, but I would get my daily latte regardless of the pic on the cup. :)
Very true love this comment! I feel exactly the same way, people really need to understand that this is a great thing Starbucks is doing one because it looks modern and fresh and two because is there any other coffee shop which advertise purely by pictue? none that initially come to mind, Starbucks will still be uniqe even for those who like to brag :)
Ditto...the "creative" guy needs to go back to school. You need to rethink this one>
http://24.media.tumblr.com/tumblr_lemredpEd61qzqpk6o1_500.jpg
I now think that the CEO and the Marketing Director don't understand what is behind the success of the company to a sizable degree. The answer lies in Vincent Van Gogh's paintings. The key is "energy". The current logo exhibits abundant, vibrant, balanced energy from the wavy hair and lines in the tail and the three stars. This energy feeds and is surrounded by the key critical word, "STARBUCKS". The energy feeds the symbol of the company and the experience. The n
I agree. The old logo seemed classy, as one would expect from Starbucks. This new logo looks cheap. I realize complaining about this seems petty to some, but in a world where a logo is the first thing you identify with a company, there are bound to be strong opinions on changing something this important. We are not here to criticize; we are sharing how we feel about a decision which affects a company we are fanatically loyal to. Please reconsider this change!
I can only agree with MimiKatz! Loosing the name in the logo is a disaster! EdwardCannata's improved the logo, but you need to add the name somehow, to make it perfect.
Brands evolve and with evolution comes change. I don't think the change to the logo is that drastic. It works and as long as the quality of my beverage doesn't change, I am good with it!
The logo change isn't that drastic. As long as the quality of my favorite beverage doesn't change and the price doesn't go up too much - I am happy.
I would like to suggest to you a simple test. Print out your old logo on a sheet of 8.5"x11" paper. Walk 25 feet away from the paper and talk to one another about what you see FIRST. My guess is that you will not see the lady--she will be a black mass to you. Instead what will stick out is your name "Starbucks". Any real designer will know that color images trump black images first to the eye. The consumer recognizes YOUR NAME--not your image. For the sake of the consumer--cha
Absolutely.
If you walk 25 feet away the writing becomes a blur and you cant see it, its the round green logo you really see and thats what starbucks are keeping i think its a great move to simplify the logo, is there any other coffee shops that come to mind that advertise purely by a stong image? none that come to mind initially, therefore satbucks will continue to stand out as the leading beverage perveyor.
I completely agree with Mimi. Remove the word coffee but for heavens sake keep the word "Starbucks". I understand that you're branching out with more food but OMG, why discard Starbucks???? It makes me wonder if the usual corporate suits know what the people really want? I'm also a gold card member & spend a lot of money @ Starbucks & would still like to know that it continues to be Starbucks!
You're so correct Mimi. Have the corporate suits lost their minds celebrating 40 years by taking the name Starbucks off their cups. I know you're branching out into more food products but be smart, just remove the word "Coffee" and please leave the word Starbucks. Where is your pride & who the heck is in charge of marketing?
Agreed, Mimi. This gold carder is not either...why not remove just the COFFEE if that is your objective - to remove the "coffee only" stigma?
Is boneheaded. Why remove the company name from the logo. This does nothing to advance the brand. Only line the pockets of advertising and marketing people, and all the sign and cup makers.
I agree. I do not like it at all. In fact every Barista I talk to hates it. You're taking away a globally recognized icon because you need to stay hip? Come on. I'm against it.
Ditto for this gold card user. The new logo looks cheap and banal. This is the next chapter for Starbucks - seriously? And don't think the new logo distracts us from the fact that you've also raised the cost of drinks! Really - we aren't stupid.
I agree...what happened to our great logo...Why on earth wouldn't a company seek every opportunity to use its NAME...its BRAND so to speak. This new logo is weak, lacking and afraid to stand for anything. The former logo had strength and respect!
Ok, I love Starbucks and I love their cups even more, I have three on my work desk right now. I have a ton at home as well. I completely dislike the change in the logo. THe starbucks band needs to remain, as its absence leaves the logo empty and unfinished. I understand that you may want to make a change, but please leave the starbucks band. I won't be buying any more cups for my home with that logo at all. Guess I'll just stick with my old classic ones.
Do your homework the name hasn't been removed just relocated. And as a gold card user myself; I don't need the words on there, I can spot a Starbucks cup from a mile away!
It seems the old adage of " if it's working let's fix it " applies here. The marketing dept. should get out more and talk to the people they are trying to market to.
I agree with MimiKatz, it seems like a very obvious mistake! Don't remove your brand identity.
Has anyone else read the 3 blogs here (6 Jan and 2 on 10 Jan)? http://thebrandbuilder.wordpress.com/ about how to use the logo in a different way?
The whole reason "Starbucks Coffee" was removed from the logo was because the company is removing "Coffee" from its name. Since they will now be selling retail items that aren't necessarily coffee, the company will now be known only as "Starbucks".
Hey people who think they are smarter than everyone, The words "Starbucks Coffee Company" is still on the cup, just not around the Siren. Don't knock it until you experience it.
Dear Mr. Schultz,
As a Starbucks Coffee drinker for 20 years, I have to say I was very surprised and appalled by your new logo. We all love the siren and identify with the symbol as belonging to Starbucks, but the exclusion of the name Starbucks Coffee from the logo denudes the corporate brand of Starbucks rather than enhances it. Of course, there are symbols such as the golden arches of McDonald's that are easily recognizable symbols but calling Starbucks by a symbol is wrong. Even at
Violently hate ridiculous, boring green spot on the white cup. Looking at this everyday may prompt me to rethink my coffee choice.
I agree that the removal of the name stinks. I know of several other companies that have gone the route of removing their name from their logos. In many cases the reason was that the company was to be sold.
agreed!
Oh great!:-( Gotta find a new coffee:-(
I love this! Reminds me of when Apple changed their name from Apple Computer to Apple, Inc. The core competencies have been built upon, and there is room for growth on top of the quality associated with the Starbucks name!
Well, let the Siren remain with the simple name: "STARBUCKS" in a band, or bold face letters around her (in green, even). The Siren without the store name will lose the store's visibility, and she alone would be lost on some of the packaging of different colors. Nike & Apple can change the graphics on their unique simple simbol, and you know who they are. How often on TV are you reminded of Starbucks on a sponsorship badge, patch, or other graphic. "Nada."
typical marketing! Why change something that has been an icon on the UK high street? Obvioulsy Starbucks are making too much money to concentrate on something so petty
No, this isn't typical marketing. When a brand is reinforced as Eldorado45 said, you can consistently remind the public of your brand via TV, billboards, etc. But that's not how Starbucks markets so they won't see the same success as Shell did with the shell icon or Pepsi with the Pepsi ball. It's something Starbucks has convinced themselves is a good idea, fits in with their identity and vision, and they're deluded expecting everyone else to drink the kool-aid. Not likely goi
http://24.media.tumblr.com/tumblr_lemredpEd61qzqpk6o1_500.jpg
Aside from a new logo scheme and global domination, i mean, expansion--what do you have in mind for even more environmental sustainability in 2011 and beyond?
Thought you might enjoy this link of Starbucks as a "third place" http://www.outofur.com/archives/2011/01/on_holy_ground.html
Great article! That's for sharing the link.
PGCelebration, leave your website about church out of this (and any other blogs for that matter). It's an embarrassment to other Christians when you attempt to subvert the issue to your churchy writings. Try to stick to the subject that we're all interested in - the Starbucks blog. Back to the new Starbucks LOGO commentary --> If Starbucks has completely removed their Name from the logo, maybe they are adding another or being added to another Company. Corporations do this all t
Wow! I like it but why remove the name?? I guess they assume the siren is synonymous with Starbucks and most individuals will get the connection between the siren on the cup and the company behind it.
Or the fact that they got it from a Starbucks...
I have to agree with mimi katz and pbh444...and add to them...what a total waste of time, energy and money...do you honestly think changing the logo really matters ?..and fire the "bonehead" in marketing...often times we consumers sit at home and see TV commercials and wonder..."who approved that" ?...Love the coffee...don't need a new logo
@DAKTV3: Usually its the "boneheads" in a company's Executive/CEO division that make these kind of decisions. The marketing staff are the ones who have to carry out those lame-o ideas, because, you know, its the bonehead's way or the highway.
You're right...it's always "the suits"...off with their ( whatever you feel is appropriate) !!!
I totally agree. Fire the guy. If Starbucks would want to consider people's opinion about this, they should launch a vote and they will clearly see that they were about to make a big mistake for their business.
Hopefully these "comments" will open their eyes...NOT...probably a case of "the emperor's new clothes"...someone at the top liked it...so guess what ?..everyone else did too...
Amen DAKTV3!
Amen DAKTV3!
That was lame.
I think many companies in world envy the position of your brand - to be able to move the Starbucks Coffee words off the logo marks a massive accomplishment and becoming a brand icon. You are as ubiquitous to coffee as Kleenex is to tissue. I suspect consumers around the globe will still know who you are with the name removed.
If you look at the pictures of the cups, the name is on the side. The logo doesnt have the name any more but the cup does. I dont think its that big of a deal. This is the 4th logo so they must have gone through this before. I liked the first logo my self. What will the new aprons look like?
Yeah, right. But Kleenex still puts their brand on every box.
In regards to the logo...Why try to fix what is not broken..Those of us at my company, well to put it plainly, WE ARE NOT IMPRESSED..We do not mind change where change is warranted...This change in the logo is not a step forward, rather a step to no where...So who's hair brain idea was this and what was the logic behind this change? We are designers here at my company and we fail to see the design reason for this logo let alone a need for change...Just our thought
You must be crappy designers.
http://24.media.tumblr.com/tumblr_lemredpEd61qzqpk6o1_500.jpg
Love the new look. It's fresh and simple. Even though the Starbucks Coffee band around it is gone you can still tell its Starbucks. Anyone who is a loyal Starbucks fan will and should know Starbucks by it's siren logo anyway.
I agree with comments suggesting no change is needed to the logo. Many of us want some consistency in our coffee world while there is some much happening around us. Why not focus efforts on people bringing their own cups - which lots do in my neighborhood? And the small card which could go on the key chain has increased my use of Starbucks. Why did you give that up?
Dude, if you rely on Starbucks Coffee to provide consistency and stability in your life, I am really sad for you. tear.
One gets the impression that you want to drop the restriction of "Coffee". Now that Starbucks has added a whole range of teas, sandwiches and other hot non-coffee beverages, dropping the "Coffee" in the logo makes sense. This gives Starbucks the freedom to move into all these other areas without having peoples mindsets thinking its just another coffee company trying to make it in other products and services. I think it is a stellar move!
Fine: remove the 'Coffee' from the band, but leave the STARBUCKS. Then you can incorporate the other products, but not lose your brand identity, and keep the Siren as well.
No! the new logo is way worse then the old one. Who's idea? Did Starbucks do the research? Don't waste money on logo. I think free coffee is more tempting then logo.
The loss of the ring is purely cost cutting - The green ring around the black siren is two colours _Remove the ring and make the siren green - Voila! They have removed 50% of the color they need to print on every cup and piece of merch. If they had just went to a one color logo with their name and logo as it currently is, it would have looked cheap but snazz it up in a bit of marketing mumbo jumbo and 'Starbucks looks boldly ahead to our future"
Great observation, chixmon. I think you nailed it right on the head. But if the Starbuck's cups get any cheaper, they won't hold anything at all. Ever have one imploded on your lap in the car? My daughter had to replace the entire nav center in her Prius after a Mochachino imploded all over it. But I digress. I think you're right about the printing costs. But, seriously... are margins THAT tight?? Giving up a major part of a brand that's been built for 40 years at great expense ca
there isn't less ink on the logo though so they're still using just as much. also they have black for the Starbucks name and modifier boxes on back so they are still using two different types of ink. Just in different places
New Logo looks cold.
I really don't like the new logo. I used to be able to spot the Starbucks logo from miles away and this one is a little to bland to be spotted. Too mild, too boring and absolutely too useless to be used. Please change your mind.
I agree that it is important to be able to spot the Starbucks, especially when you're traveling. The new logo is very bland, not noticeable and it is cold and unwelcoming. If Starbucks is going to change from a coffee house into something else maybe it doesn't matter if we don't spot it.
I'm sorry but I just don't get 'Branding' - why eliminate the trademark name on the products? Drop the name 'Coffee' if you must, but please leave Starbucks as part of the logo. Besides, Starbucks is the 'brand', just like Coca Cola (Coke) and Pepsi are; The picture and the name are an integral part of the complete logo.
I actually created an account JUST to comment on how much I don't like the new logo. I know that the "creatives" at HQ have ants in their pants and are itching to change something, but seriously.... leave the logo alone. I could deal with this as a new cup-logo only, but to start changing the signs, well, it's kind of sad really. I thought that you guys would have learned your lesson after the whole retro-logo fiasco with the Pike Place launch - that one didnt exactly take eithe
Love your passion (creating account just to comment)!!! LOL
The only thing I agree with among the posts in opposition to the new logo: changing of so much signage, products, etc. It seems environmentally irresponsible to take down thousands upon thousands of perfectly good signs to replace them with new ones. I guess that's big business for you, though.
The new logo is going to coexist with the old for a long time, according to Howard Schultz. I don't know if you've noticed this, but we change our signs every three months anyways.
Its hard to embrace a new logo when you're already in love with the old. I think you need to share with us more of the creative rationale for the change...you've told us nothing of what the future of Starbucks will be...so hard to really appreciate the new design.
I agree. It really said nothing except flowery words that was supposed to make us feel warm and fuzzy!
Read between the flowery lines...Minus the words, they can continue to expand globally, no longer hampered by our Latin alphabet. No need for costly translation. I don't like the new logo, either.
BIG mistake Starbucks!!!!! I know a lot of people who still do not know the difference between a Starbucks or a Coffe Bean and Tea Leaf or a Seattles' Best. These are mostly seniors with a lot of time on their hands to try out coffee shops and the cash to do so. You are crazy to leave off the Starbucks name. If it causes a conflict on your other products simply drop the word "coffee" and use just Starbucks Tea or whatever. I am another Gold Card Customer who is not impressed!
With all due respect to senior citizens, if they can't figure it out then who cares? Too funny.
Our poor seniors will now wonder who gave them this cup of Mermaid's Best overpriced super-strong blend.
Who cares if you are a Gold Card customer?
I am so disappointed with this change. Not only does it seem like an inappropriate allocation of resources in this economy, it's a shame that the name "Starbucks" has been removed. While I agree that most will still recognize the logo, it saddens me that words (and typography!) are deemed irrelevant. Sure, "coffee" could be construed as a bit of a misnomer, but that hardly justifies removal of "Starbucks." This "update" is no more modern or aestheticall
Okay, so ONE person says they removed the Starbucks name on the cup and people FREAK!!! Did you people even WATCH the video?!! Starbucks is in BOLD print on the back of the cup! Do you actually think this will effect Starbucks in any form, financially or not? You and everyone else who thinks this will effect the largest coffee company in the WORLD is "OFF YOUR ROCKER".
I totally agree pauleena! This is not going to negatively affect Starbucks whatsoever. I think the same thing about the Gap and their logo change, too. It's a shame the Gap caved and went back to their old logo because anyone who actually shops there on a regular basis would just have gotten used to it.
The name may be on the back of the cup but it doesn't change the fact that the siren is obnoxious as a stand alone symbol as well as it looks cheap and incomplete without the familar Starbucks circling the picture. But most annoying is the unnecessary effort and expense on the part of Starbucks to change a logo that did not need to be changed!
Although the concept is great, I will say that my preference is for the old logo. I love the logo becuase it is eye catching and definately sends me a statement that this is where I can get a good cup of coffee. Changing the logo makes me wonder if the quality is also going to change. I agree with rm1983... put it on a cup and keep the signs.
Absolutely horrid logo! Getting rid of the name Starbucks and the word coffee is a HUGE blunder that you'll come to regret. I think you need to scrap it like Gap did with their new logo and go back to the drawing board. The $4.00 I pay for coffee deserves to go toward better marketing people than I see in this result.
I agree with dyelton. Absolutely hate the new logo and the words Starbucks Coffee should remain. I think this is simply a cost cutting measure by saving on ink. Don't mess with a good thing!
To be truthful, if you hadn't told me it had changed, I wouldn't have noticed. Will it affect my willingness to fork over my hard earned money for a $5 latte? No, I'll still be a loyal customer. I get the whole philisophy around branding, but really, thousands will pass and never notice.
I completely agree tatterededge. If this wasn't so heavily publicized a lot of people would not even notice or care! They would just keep going to Starbucks like always and maybe notice it a year from now. So many companies change their logos all of the time, for better (Bath & Body Works) or for worse (L.L. Bean). That's just how it goes and customers generally don't notice or even care enough for it to alter their shopping and spending patterns.
i'm glad there are some reasonable people in this world. I agree wholeheartedly with this. everyone is going bonkers assuming that just because they change the cup that the drink itself will somehow lack in quality. that is insanely ridiculous. :)
But what about the propaganda printed on the back?. This new logo and wearing nothing else would better over the currently used series of "You." blah blah blah cups
I hate the new cup. Bring the old one back.
exactly!
The reason Starbucks has changed the logo is because they are going to be serving beer and wine in the evenings. So It can't really be considered a coffee house anymore. Here is a link to see an article about the new era (or error?) of Starbucks. http://www.usatoday.com/money/industries/food/2010-10-18-starbucks18_CV_N.htm
who cares what else they are selling!! They can sell auto parts for all I care, just leave the coffee and the logo alone!!!
This is a great update, The NEW Siren Logo encompasses culturally vast languages and crosses borders easily. If anything it will make paperwork and Corporate imagery cleaner. As far as FREE coffee goes... I get a free coffee every 15, and a few stores I visit sometimes give me a treat! I think people expect too much for free. I don't see any Banks handing out free money!
I don't get it. It's like so what! You change something that works? Remember Coca Cola!!! Really isn't a good idea to change the "branding". That is unless it's being sold and/or in some legal or financial trouble. Changing the recognized ICON is a way for 'lousy" businesses to disguise themselves. Is there something Starbucks isn't telling us?
What a crock. Do these a$$hats sit around dreaming up ways to waste money? Focus on the coffee....all the rest is BS.
It's now gone from nice piece of company logo'd marketing to an oversized Dixie cup for a 3rd graders Birthday Princess Party! Also, whose bright idea was it to continue the magnification of the Siren on the cup? By the time we get to Starbucks 100th anniversary we're just going to have a picture of the inside of her left nostril as the logo! If you ask for my opinion, which you're not, the original cup was the best. At least 50% of the country would agree that nipples on a co
(to finish my thought) At least 50% of the country would agree that nipples on a coffee cup is not only a good thing......it's a GREAT THING!
Hear, hear!
Starbucks has a great brand and although I don't care for the new logo I will get used to it. What is disappointing is that the core elements that build the brand seem to be fragmenting. Specifically great cofee, friendly and knowlegable staff, a sense of community and an "escape" from the complexity of our daily lives. While the coffee is still good, the experience is not what it used to be. When I pay that much for a coffee I expect the experience to be part of the equation.
If it ain't broke, don't "fix" it. Lose the change or at least retain the name.
OMG - Stop the presses!!! Jsiegel2001 echoed the 1st boneheaded move - changing the Back Apron card to a non-distinctive gold one. Now you're planning on changing a WORLD RECOGNIZED icon for what reason!!?? The military had an old saying "If it ain't broke, DON'T fix it!!" Take some advice from CocaCola... you don't see THEM changing the well recognized script, do you? A loyal, yet disgusted card holder!
That siren symbol has always given me the creeps. It's even worse without the Starbucks name and the black & green colors. Probably more importantly, the new logo makes one wonder if the company is hurting financially. It looks cheap, bland, blah, AND creepy.
agree
There are two things that are paramount in my experience at Starbucks.. product and people.. I buy from people so the staff knows me, know my order and are always glad to help out. Products are overpriced but I like the people so that overrides a choice of Tim's or another . The second issue is the one I have with the greeting Season's Greetings! Howard, it is Christmas so Merry Christmas is the Greeting and US and Canadian retailers are hearing this loud & clear. DO NOT MESS WITH
It's a business decision: 1. They simplified the design from 2 colors to one (saves money). 2. They removed "Coffee" from the logo, so they can sell other stuff. 3. By removing English language text, they can sell in international environments more easily. Personally, I would have kept the Starbucks name in the logo, because it has a lot name recognition, but they are following in the footsteps of a lot of other well-known brands which also removed the name.
The old one was a lot better. I'm seriously disappointed by this change. It looks really ugly and a big waste of money.
Lame move! Why do people feel the need to mess with something that is just fine the way it is? Change it back!!
I HATE the new logo. It's essentially un-branding the Starbucks brand. McDonalds, Burger King, even KFC have the same logo everywhere in the world - in China the sign still says McDonalds. Now it's as if your company is nameless. Expansion seems like a foolish reason to un-brand. Do you know that in China people carry Starbucks cups with the logos facing out so that others know they can afford Starbucks. The 'siren only' symbol just doesn't have that effect.
As a long time Starbucks customer AND graphic designer, the logo change is weak and unimpressive. Removing the name from the logo is ill conceived, even with the name at the side of the cup. I don't think many people associate the siren illustration with Starbucks - it's too complicated an image to resonate. Only the word "coffee" should have been removed. That would have allowed for the new direction to grow. I'm dying to find out how much this cost - even it it was done in
Not so happy when i got the news about the new logo. It probably takes time for it to sink in though. I appreciate the innovative motive behind the Starbucks company however. Keep it up.
I'm really surprised by the passionate opinions about the logo! I am curious about what, exactly, we're looking forward to, but as long as Starbucks continues to serve great coffee, offer cool merchandise, and appreciate my business a la "gold status", I couldn't care less what their logo looks like.
So with this new 'brand evolution', does this mean that your incredibely outdated, and unbeleivablely discriminatory policies regarding hair coulour, piercings and tattoos will be changed and relaxed? Or is this 'new' starbucks movement just lip service?
If you're saying that the discriminatory policies are in the Hiring process, well, I say keep them. I don't like buying anything I put in my mouth from a tatoo'd pierced man or woman. I find it as repulsive as someone picking their nose at the job.
hmm. whats the weather like there back in the dark ages eldorado? I like that 'bigot' hat on you. looks good
I am sorry, but I DO NOT LIKE IT! The words are part of your Brand and brand recognition. I own stock in this company and I believe in it. But I'm not sure you understand the power of the written words and the ramafications of removing it. I've worked with Brands and Image building for the past 13 years and am currently an editor. I think you made a BIG Mistake. Put the words back and find another way to update yourselves.
I like that the company cares enough to always want to stay motivated....but I really do not like this new logo... the starbucks logo is so signature it just doesn't need to be changed!!
I like the new design. I just wish that after 40 years of service, The Siren had an actual name.
I think the new design looks unfinished without the brand name and ring around the Siren. I prefer the current logo and agree with a previous comment stating that like GAP you guys should scrap this new look and stick with the current look. If you are trying to save ink, print the entire logo in green, it will look fine. If you are going to sell spirits at night then instead of "starbucks coffee" on the logo, try "starbucks cafe" or just "starbucks" on the top and bo
Two foreigners walking down the street who do not recognize siren on the nameless cup of a passerby (I'd been drinking it for years before I noticed (or cared) it was a siren)... suddenly they think "coffee." They stop another stranger on the street and instead of asking 'where is Starbucks?'' they ask "where can we get a cup of coffee?" Stranger says "there's a McDonald's right around the corner....." Your name is EVERYTHING. "Starbucks
Hate it! I've been a loyal customer for many years, and the new logo is an awful change. The font used in the logo and on company signs is great -- strong and simple. You ditched the best part of your logo.
My two cents: Improve the food. It's the same crummy food, centrally processed and frozen, that Starbucks has had for years. I buy coffee there all the time but never the food. How about fresh baked goods, sourced locally, supporting local bakeries? How about decent bagels rather than 500-calorie bread-with-******? How about real oatmeal, rather than $3 for a package that I can buy for $0.20 per package at the grocery store?
Your two cents is worth so much more! Touche' on your comments!
NEW COKE
The Starbucks name is as much a part of the Starbucks reputation and experience as the siren. Howard, you paid someone way too much for this inadequate design. I hope the rest of your new plans are more fully thought out.
I agree with the other posters...why on earth would you remove the company name??! I think that is an awful decision. We're proud drinkers of STARBUCKS coffee...not some no name brand. Announce it loudly and proudly!
It's arrogant to assume that users the world over will know what the logo symbolizes. Leave the words Starbucks coffee on the logo. This ranks up with other stupid (and tacky) ideas such as selling instant coffee (the ridiculously bad VIA) and having Starbucks kiosks at Safeway. Consumers go to Starbucks for great coffee and a coffee house experience. The coffee is suffering, the coffee house experience is waning, Starbucks is sliding into mediocrity. Bad moves, all.
I am a long time customer of Starbucks and I come in once if not twice a day to buy a drink. I am shocked that you would take such a beautiful logo with a great past (I love the first one and always have) and change her to not even include the Starbucks name is disheartning to me. I know all about change as I live it daily for the good and the bad! And is soothes me through the hard times and the good times to see the beautiful mermaid and the Starbucks logo on my cup when I look at it. very sad!
WOW! You all need to have a cup of decaf and relax.. It's a coffee cup....
Sorry, but I never liked this «siren»: hair's too long, face impression borderline stupid, crown with the Magen David (of the Capernaum origin) too monarchistic; did I forget something? I'd prefer the image of Mona Lisa on a cup of coffee, like on mine at home (which I shlepp, from time to time, to Starbucks, for a 10-cent-bring-your-own-cup discount), then we'd finally all know why she's smiling; yep, give me Mona Lisa any day of the week, but then again, that't
but then again (!), that' just me. Oh no, now I have 343 characters left. The new members of Congress in D.C. were just sworn in, so in their spirit: I yield!
Hi, I will be celebrating my 40th ann this year/spring as well. Let me know what is the exact date of the opening of Starbucks, please! :) Best! :)
WOW.....bad move kids....seriously who thought this one up. Taking the Starbucks name off the logo is a terrible move. You have such a recognizable brand....why mess with something that works. Call me shallow but one of the things I enjoy about your company is the logo....I'll be rethinking which coffee house door I will be walking through once this "next chapter" hits the cups.........didn't you learn anything from the GAP.........
I sense the Starbucks name will soon be lost...why else would you leave it off the logo? Reading a lot of the comments on this board (e.g. black card foul-up, bad food, closing of neighborhood stores so you can go into less "coffeehouse" markets) the brand is changing, but not for the good. Maybe that's why you want to lose the name? Go figure. I used to dream of retiring to work at Starbucks...but the company of today seems so far away from the initial corporate philosophy that
the last line should read "the company of today seems so far away from the initial corporate philosophy that worked!"
I prefer the old logo; I do not like the new one. I like seeing the STARBUCKS name.
but then again (!), that' just me. Oh no, now I have 343 characters left. The new members of Congress in D.C. were just sworn in, so in their spirit: I yield!
I agree with the majority. Removing the Starbucks NAME from the logo bothers me. I'm sure the extreme religious right will jump on some satanic sign in the new logo. You should not mess with success.
Why change a logo that is working and known throughout the world? The GAP tried and changed back...... Maybe you should have spoken to their marketing department first. Not a good move on your part, a better idea would have been reverting to the original label.
UGLY! YUCK! And it looks totally unfinished. It looks like a bad design from the '70's! It should at least have a "ring" around it, to finish the edges off. It's not pleasing to the eye to look at...I don't need a degree in design to tell you that much!! I guess I'll just have to use my reusable sleeve & cover the HIDEOUS thing up! Maybe that's their ploy....get us all to spend money on their reusable sleeves!!
I don't see the improvement in brand identity with the removal of the logo. I can't believe you'd waste shareholder's money on this and all of the sign changing costs this might produce. Better to stick with what is already iconic and invest profits in something more meaningful to your customers and shareholders. Big Disappointment:(
Just plain silly.
Mr. Schultz, thank you for communicating to your customers the vision of where you're going, the changes you're making and why you're making them. I applaud your vision and thoughtfulness. Any time a major change is made it is always met with resistance--it's human nature to like what's familiar over what's new and different. I like the vision of what the logo represents, and how it's connected to where you're going but tied to the past. I love Starbucks and what y
It's called: TOO CHEAP TO USE 2 COLORS. I think it is fugly - at least the coffee collar will hide it - oh wait - they will probably mess with that too. Oh, and raise prices.
already raised them here in W-S NC
Your new brand expression reflects "Starbucks coffee" words are no longer needed. Starbucks already reached widely known famous brand without brand word. I think that new logo has appropriate attitude torward the future of Starbucks. New logo is simple and symbolic. We can know think of Starbucks about the future.
I hate to see the Words go off the logo but I'd recognize the company anywhere even by their umbrellas. It confirms to me that SBUX isn't just a coffee company but a multi faceted organization which has been a part if my life for at least the last 16 years and I really couldn't think of starting my day without their products or their people. SBUX confirms they are not a stagnet company but an organization willing to put their people and product first and looking for growth in the futu
The new logo is evidence of what happens when marketing people are allowed to overthink. The rebranding expense will be astronomical. Worst idea since Pepsi changed its logo in '08.
Sorry Starbucks but your new logo sucks. It's boring. Hollow. A bland green shape on a sterile white cup. It makes the brand look cheap. But it probably IS cheap. Less ink. One color printed instead of two. Just an added perk to the real reason that "Starbucks Coffee" was removed. Take the focus away from COFFEE. How much junk are you going to push in the name of more money? Maybe it IS the best logo. Hollow and cheap. I for one am terrified about the "evolution."
I really dislike the change in logo. It is way too "clean" and modern looking. And that's not anything that says warm and inviting.. which is usally what I think of when I think of Starbucks. A warm and inviting atmosphere.. delicious, classic, well-made coffee.. a company that wants to make better decisions about the environment.. all that comes across in the green and brown logo. Gap realized their mistake when they tried to change their logo, I hope Starbucks will as well.
GAP
Seriously people ! Get a life. Move on.
Exactly...people should focus the negative energy into positive and enjoy their coffee. If you don't like your "color of your card" or the way a company is going, don't shop there and quit complaining. It really isn't that deep. At the end of the day...it's coffee.
I disagree. Having been in retail (not Starbucks) for most of my life, I want my customers to complain. It's the only way we've been able to continue to succeed and grow. It's a copout to just walk away and not say anything.
I do agree with you. I, as well, work for a large retailer and understand feedback for improvement. Feedback...not complaining. Some people like to complain and some like to give feedback for improvement. Some just need to be a little more professional when they are "complaining" to a corporation. Professionalism gains respect and an "ear" for improvement.
It's really not that serious.
Also, if they are really going to sell beer and wine, will they use the "coffee" cups or the clear frappe cups? I know if they do use the coffee cups for the beer & wine, I'll go there less as people won't know WHAT I'm drinking and I don't want anyone to think I'm not drinking coffee. At least use the Starbucks name as an identifier.
Man, jodiejocoffee, you are so right on with these people! They must lead a really boring, non-productive life if all they can do is complain about Starbuck's logo! I'm a serious Starbucks customer and will continue to be, logo change or not...
Starbucks....ever hear the saying "No Vision - No Mission"? If you folks really think a new logo is the vision or helps communicate the vision for the future, you clearly have lost site of your mission. In case high priced consultants have allowed you to forget what you are, allow me to remind you......you're a coffee house! Focus on your core! Great coffee, amazing service and comfortable surroundings should be your focus, not revising the logo. Which by the way....the new log
I agree. just think of all you could have done if you put the money spent on this new logo into figuring how to make your coffee not taste like asphalt tar after sitting in the pot for an hour.
First of all, Congratulations on 40 years! It is an impressive milestone in this day and age. I cannot see a reason to change the logo, but I really don't see any reason not to change it if you are trying to reposition the brand. The new logo is remarkably similar and familiar looking, but it does drop the word coffee and the name of Starbucks. I would probably have left the comopany name somewhere in the logo, just not in a ring. The ring needed to go. The ring was just too limiting.
DUMB!!! How do we loyal customers now refer to you ... the neighborhood establishment formerly known as Starbucks? Keep the existing logo style, remove Coffee, and give us back the "bare" Siren.
I would have kept her in her circle. Not a big fan yet of the new logo, love the history of the current one.
Sorry I like the existing logo. Change isn't going to make me stop being a customer but I don't like it.
I was, a starbucks customer for over 15 years. Why you have changed the logo to this new logo is beyond me. its very bad. Did you not see the outrage when the gap changed its logo? "New Coke" anyone? your logo was your identity, your brand, it had character and quality, changing it just shows you felt you needed to change your identity, and you only change something when its broken, so are you admitting that starbucks is broken? and yes, the actual "GOLD" gold card was a
HATE the new logo! It feels cheap and lonely on the cup. And I wish the rewards card would go back to 10% off purchases. I am so tired of constantly having to reload the card and ask for drinks to be rang up separately
I don't care for the new (proposed?) logo. Too wiccan, devilish. I would be surprised if anyone @ SBUX with genuine marketing authourity will read these posts. The person or committee that approved the new design has no doubt already received an award and a bonus.
First Impression Unusual...I really don't like it! Keep the name or change it to "5 Bucks" since thats really the bottom line! Also please give back the discount at the register to the Gold Card Holder's!
The logo is awful and boring! Instead of paying high prices to change the logo, you should spend it on retraining some of the baristas. Starbucks is known for good coffee, ANYWAY you like it, but more and more my friends and I have noticed that "certain" establishments are consistently giving you the wrong drink and the baristas are not as friendly to the customers as they used to be. Why not take a poll and spend the money on training so you can maintain and increase your customer b
The logo is awful and boring! Instead of paying high prices to change the logo, you should spend it on retraining some of the baristas. Starbucks is known for good coffee, ANYWAY you like it, but more and more my friends and I have noticed that "certain" establishments are consistently giving you the wrong drink and the baristas are not as friendly to the customers as they used to be. Why not take a poll and spend the money on training so you can maintain and increase your customer base
Removing the Starbucks name from the logo implies the company is moving away from its core values. The new logo is not appealing and is actually a huge turnoff to this long time customer. Hope the marketing department reconsiders this change.
sorry, I hate the new logo.
I agree with many of the comments. Starbucks used to be an ironic symbol. You could see the logo anywhere and know what brand it was and expect great quality coffee. Now the new logo just doesn't seem to say quality. It's flat and boring, and is just plain awful. On top of that they continue to hike prices. Just lost a long time customer
Extra lame. Starbucks new logo = Gap 2.0 I give it 1-2 weeks and then they'll go back to the good one.
I intensely dislike the new logo. It's a bad design. It looks incomplete.
Hello. I am a retired Business Development Executive, so have some experience with this kind of thing. While you focus on the Siren, the brand is Starbucks. Would you put just the siren on billboards now without the name Starbucks? I don't think so. I first discovered Starbucks on a trip to Seattle in the late 1990's, and have been a gold card holder since 2005. I would respectfully suggest that you need the name Starbucks on your cups and all advertising, not a picture of a Siren.
I like the new logo--both refined and updated. I think the symbol is recognizable as Starbucks as my 4 year-old son can attest to (who can't read). :)
Awful! Looks so elementary, looses it's class and quality!
Someone there edited my comments above. I referenced an example of another company and they eliminated my comments. Not good business to ask for my comments and then put in only what you want to.
I think you just ran out of room. there's a 500 character limit, and it cut you off both times.
I do not like it. It should remain as it was.
Why would you take the name off of your logo? I don't quite understand. In any case, it seems the further your try to extend yourself, the less quality your products are. Stay with the basics that got you where you are today!
I have to agree with most others that when I saw the new logo, I was really surprised that the decision was made to remove the Starbucks name. The logo looks really odd now, but I have to say that I doubt it will stop me from stopping at Starbucks! But if someone is taking a tally, put me down for not digging the new logo!!
The logo is not going to change my spending habits at Starbucks. I wish that the think tank at Starbucks would realize that currently their entire Shared Planet campaign is a joke. Most stores don't recycle the thousands of milk containers used each year, the plastic cups, the paper cups or any other product the store uses. Since they should consider themselves to be among the anchor stores in most retail space they are in, they should leverage themselves to force more of the management co
...companys to offer recycling.
The logo won't cause me to stop buying my drinks there but their inability to really do something about our shared planet could be just the motivation I need to start using the $500+ espresso machine sitting on my counter.
I honestly like the logo they have now. I think not having the band around the siren that says Starbucks Coffee takes away from the symbol. People are not going to recognize this new logo unless they are avid Starbucks customers. I think this new logo looks less iconic than the old ones, but no one asked me! I guess I'll just have to deal with it.
A new logo, good or bad, will neither make or break the company. All of you who hate it will still drink the coffee, I guarantee it. In a year, we'll all be accustomed to the new logo and the removal of the word 'coffee' will allow the company to better diversify into other future business lines.
really? you used the power of your brand to send out this junk?
Bad idea to change the logo...especially for this one. Also not happy with the gold card....lets go back to the black@!!
I cant believe someone thought that changing one of the most iconic logos of our time was a good idea. To take the name off and change the art is definately a bad idea may leave people wondering what the brand is. PAY CLOSE ATTENTION TO WHAT JUST HAPPENED WHEN TROPICANA DECIDED TO CHANGE THEIR ICONIC PACKAGING. And oh yes the black card was certainly alot nicer, the gold card is a bit cheesy. LEAVE THE LOGO ALONE!!!!
Add me to the multitude of gold card members who hate the new logo. It looks incomplete and it damages the brand because the vast majority of people will have no clue who that logo represents. Don't fix things that aren't broken.
Your people/clients have spoken, what will you do now? Will you listen or just brush us aside, as if our comments do not matter?
I think the choice to drop "Starbucks" from the logo is a poor one and will soon be recognized as such, similar to GAP's attempted and failed logo change.
I can't say that I really like the new logo, I like the current one better. Perhaps keep the current logo and change the word coffee to the spelling in the local language.
The new logo in 1 word = AWFUL... Loved the previous logo, this one is TERRIBLE. There is no way on earth you can keep this. I really think I want Dunkin Donuts now! Please tell me your 5 year old kid came up with this and I'll say, nice job... because if you tell me that you spend as much as $1 on this, and I assume you spent a lot of money on it.. then you are fools... Remove at once and take away the explanation for this joke!
I don't agree with the people leaving comments about "fluffing resumes" and calling people "boneheads", I do see the point in the comments. I do not like the new logo at all. If I'm paying $4 or $5 for a drink, I WANT the name to be on the cup. I love Starbucks coffee and rarely drink other types of coffee and I've always loved the company logo. I may grow accustomed to the new logo, but it seems like a cheaper, cheezier version of the former logos.
I like the logo change. It is simple and crisp. I agree that many corporate changes are a mask for saving money, but I don't feel that this 'save money change.' As one person suggested, the logo change may may save money because it uses only one color, but it also saves natural resources....because it uses one color, Personally, I would like to see more customers use refillable cups, but until then, this is a good change.
I already miss the old logo..As a former partner for 10 years, I have seen this company constantly try to change themselves and most often not, in my opinion, for the better....It has been said, and I will repeat...New Coke?? Don't fix what ain't broke!! I can't wait for the day when the Executives "decide" to change it yet again..
I never noticed the lady figure in the logo. The green ring with the Starbucks name is what sells it and is the iconic image. Bad move Starbucks, this logo is NO GOOD! I go to Starbucks everyday and believe in the company, but I cannot get behind this. Yikes...What are you thinking.
All I have to say Starbucks is look at GAP their logo flopped. If it is not broke do not fix it. This new logo is even worse marketing ***** up, why would you purposefully remove your companies name from your product.
New logo blows.... pull a "New Coke" and go back to the current logo asap.
POSTED WAY BACK IN 2008 at www.mystarbucksidea.com STARBUCKS' NEW LOGO- NEW direction Posted on 10/24/2008 11:21 PM by SirMark "As Starbucks wrote back in 2008 'STARBUCKS does not comment on future campaigns.' Apparently now, at just over thirteen months later, they have finally made their comment!" Long may the NEW logo reign, until something "NEW" comes up in about 10 years. (And- I would predict- a more streamlined Siren, like Britannia looking across the wa
Love the new logo!!! Pure genius
Changing the logo wasn't required and will turn out to be a waste of $$$ on their part. Their current logo is just fine and has become the recognized image of the company. If I hadn't of read this story and saw this logo... I would have thought it was a cheap immitation brand much like the gucci and coach bags you see sold by Chinese/Nigerians, whatever on the streets. So, not only will they have to change their logos in every store, on every product... they're going to have to put to
I agree, if I am paying all this money for your coffee, when I can buy a month supply of coffee at costco for $12.00, I want to see the words 'Starbucks Coffee" on the cup...You should have tried that earlier, now it's apart of the culture and company identity. People are more drawn to the words (which are relatively larger) than the picture.
(And- I would predict- a more streamlined Siren, like Britannia looking across the water to the next FIFTY years!) The ORIGINAL THREAD may be found at:http://mystarbucksidea.force.com/ideaview?id=0875000000059SLAAY
I completed a survey about possible logo changes months ago and, if I remember correctly, the one they picked is the one I liked the least. I'm curious what type of feedback they received or if comments (like mine) to leave the logo alone were ignored. Ah well, people will eventually get used to it, but I prefer the current logo.
Do NOT like the new logo!! What is up with companies changing their logos??? Craziest thing I've ever seen -- take a lesson from The Gap logo disaster, and go back to the logo as it was. Bad move...are you reading these comments??? Very bad move indeed. I hope you didn't pay an advertising agency to advise this silly decision - what a waste of money that would be!
I was surprised that the new logo is so appalling that it actually evoked an emotional response of disgust when I saw it. So much so that I logged in to leave a comment! I'm happy to see so many other Gold Card Members HATE it!! I'm not alone in thinking it's a complete waste. I'm not sure what a Siren is and I sure didn't realize that's what the little lady on the cup was supposed to be. I'll be sure to google it now that I find myself wondering how it's more
together a PR campaign to let everyone know of the change, lest we all get confused. Like I said, what a waste. They should put their resources towards figuring out how they can creatively remain relevant in the future. There are a lot of other coffee sellers making headway these days into their market.
The new logo is just terrible. I hate it.. You ruined one of the most magical parts of starbucks just because you needed to change something else in the company. The logo is plain and boring and just disgusting. What the heck was starbucks thinking. They people who made this should be fired. Don't mess with something that works and is in peoples heads. Starbucks thinks its to big to fall.. Well you just lost some customer guys! Enjoy 2011!!! Shame on you...
Honestly this is a sad change,y our new logo looks and says K-Mart and Target. If that is what you wanted congratulations, I will be going to Peet's from now on... Who is the head of your marketing department? Are you saving money on black ink?
If the use of a single ink scheme and the potential savings as a result is the reason behind change, bad move. Specifically, if true then Starbucks is truly a dying company. If it's willing to throw out nearly two decades of brand recognition to save $$$ on ink then it's bottom line must be very bad. Or else they've hired onto a corporate culture that is no longer about quality and customer service, but about increasing profits, bonuses, shareholders' revenue, etc.
I fail to realize a connection between customer service and the up-dated logo. If you think a new cup design is going to effect guest services you might just be better off not going ti Starbucks anymore.
I fail to realize a connection between customer service and the up-dated logo. If you think a new cup design is going to effect guest services you might just be better off not going ti Starbucks anymore.
Yes, you're right... it's an extremely loose connection. If the change is due to, as some have suggested, the potential savings of only having to use a single color scheme on their cups and thereby less ink then I feel as if the company's strategy is misguided. I think about the similar moves that the U.S Auto company took... they sacrificed quality and customer service so that they could reduce costs thinking that people would always buy their cars based on brand recognition alone.
So what I am trying to say is that Starbucks shouldn't change the logo simply to reduce costs given the two decades already invested in building a globally recognized brand and logo. It should focus on investing and developing a way forward that continues to differentiate the company from its competitors.
I seriously doubt the idea here was to save money by using a little less ink. The savings, if their truly is any, will be so insignificant. The idea was to simply up-date the design. Let's be honest, if you were asked to identify which company the logo belonged to, you would have known even without seeing this.
Honestly, not without pause. And I think it's because the letters have always figured so prominently in the logo... they stand out more than the mermaid in my opinion.
If people look at the cup in its entirety the would realize the company name has not been removed, just repositioned sideways where they write your order on the cup.
In a very small font that does not stand out and EXACTLY where I hold my cup. The name should be integrated into the logo.
Why does it matter, Starbucks branding is the Siren. Do you really need to see the name is bold print around the image?
Yes.
BAD DESIGN. it's not VISIBLE on the side. If you are travelling and looking for the familiar words STARBUCKS COFFEE, you no longer get that option. it is going to going to be a silent mermaid. it's not about the CUPS. it's about a global branding fiasco.
Add one more to the "don't get it" votes. Why would you remove the SB's name? The type and font add character to the logo. I really think you should re-think this - bring the name back - Thx
Another Gold Card member --- and stockholder --- who dislikes the new logo. NOt a good use of goodwill and corporate resources to "fix" something that was not broken. Was this why drink prices recently increased -- to accomodate all the retrofits needed by the logo change? Re: "coffee houses" selling beer/wine: this is fairly common in many parts of the world. Starbucks needs to focus on good quality coffee and tea drinks at affordable (e.g., not $4-$5 cup) coffee.
Just on New Year's Eve I was wondering why Starbucks doesn't sell liquor... I so wanted a coffee with bailey's, and I remembered fondly how the Juan Valdez coffee houses in Colombia sold liquor with their coffee as an option. Perhaps it's the tax hike and permit fees that pile on as a result of the required liquor license for each store.
Liquir takes away from the family atmosphere they try to create.
I agree with many others here - I'm not a fan of the new logo. It doesn't visually stand out as well as the old logo. The black provided good contrast. It would be nice if the Starbucks part of the name could be kept, even if "coffee" is removed (while still maintaining visual balance). Or, if the name must be removed, maybe put some black back in. Still, I am intrigued to see what Starbucks has in the works for non coffee related ventures.
I haven't bought a cup or bag of Seattle's Best Coffee since their logo was changed to that horrible drip and now Starbucks is doing it again with the Starbucks logo. When will they learn that a sleek/modern looking logo is not all it's cracked up to be. Marketing studies have shown that when an established brand changes their logo they have a significant dip in sales due to the loss of brand recognition. With this new logo Starbucks doesn't even identify their name. I don'
Wow - the Starbucks logo is iconic. I can't believe you took your name off of it. Are you going to change all your signage? It may make it harder for fans to find a local Starbucks when they are traveling. Bad move . . .
The new logo looks sterile and impersonal. GAP tried to repackage its logo and faced a major revolt. I suspect that the majority of your customers will be responding in kind.
I agree completely with the majority. I think graphic designers and loyal Starbucks fans everywhere such as myself see this as a very wrong move on many levels. In today's economic climate, we don't need any more change. Why "fix" what's not broken? Please bring back the one we know and love.
I'm a huge Starbucks Fan - not a huge fan of the new logo. I miss the black on the logo - just think black adds a nice contrast to it - it looks sort of boring now. Like most people here, I think removing the company name wasn't a great idea either. Maybe the name could have been changed and done in black? I will still buy Starbucks, but I will be a little disappointed the first time I hold one of the new cups in my hand. :( Why change a good thing?
Ok, change the name ... remove the word "Coffee", move into other products and markets. Just leave "* STARBUCKS *" on the logo. Removing the name is making a big assumption that people equate the siren with Starbucks. We don't. We equate the green stamped Starbucks name with the company. The siren alone means nothing.
TOTALLY AGREE!!! It's the STARBUCKS name that makes you think coffee...not the siren.
The new logo looks sterile and impersonal. The ring and the Starbucks name along with the siren define your brand. GAP tried to repackage its logo and faced a major revolt. I suspect that the majority of your customers will be responding in kind.
POSTED WAY BACK IN 2008 at mystarbucksidea.com STARBUCKS' NEW LOGO- NEW direction Posted on 10/24/2008 11:21 PM by SirMark I wrote to Starbucks about the idea of a 'new logo being introduced' back in late 2008, and as Starbucks wrote back in 2008 'STARBUCKS does not comment on future campaigns.' Apparently, at just over thirteen months later, they have finally made their comment! Long may the NEW logo reign, until something "NEW" comes up in about 10 years.
Hmmmm, honestly never noticed the siren before this. The Starbucks Coffee is what I focused on. I"ll still love my Starbucks, but don't think this change is a great idea.
I don't like the new logo. It looks like the 'Great Value' brand of Starbucks.
Some marketing "wiz" convinced you that this was a good idea? Your new logo looks terrible. It's so plain. I understand if you wanted to limit a reference to "coffee",to expand and provide customers with more than just coffee - but you have eliminated a good mixture of style and colours. Compared to competitors a good quality of a coffee cup, excellently designed lids and yes, the look of the cup itself are the full experience. Fortunately for you, your are still in busine
just to complete my though....you are still in business of selling caffeine...
I do not care for the new logo at all and think removing the name from it is a mistake. I personally see no reason for the change at all!
Yikes!! Starbucks what were you thinking?? That is terrible! Yes people recognize the Siren as "Starbucks" but hello... Your not GM. Your not McDonalds. You are a coffee company which people recognize with the green and black logo, name and all. Kind of pretensious to drop your name from your brand isnt it? I think she gets lost on the cup without it standing out from the black. IMO it is washed out and terrible.
If you wanted to expand beyond "coffee" then you should have just dropped the word coffee from your current logo but kept the Starbuck's above the image. This smacks of a PR play (probably done by Coke by replacing Coke classic with New Coke only to re-introduce Coke Classic when the public cried foul), I can't believe this tested well with focus groups?? People recogize Starbucks by the green Starbucks name not by the mermaid logo.
PS I am an original stockholder.
I'm a longtime customer and the old logo was just fine, thank you.
Bring it back please!
Any company willing to throw away the opportunity to reinforce it's brand identity through millions of consumer impressions daily, demonstrates an arrogance that makes me uneasy as a Starbucks fan and shareholder. Hate the new logo!
Why fix something that is not broken? This new logo looks cheap. Nice job ruining an iconic logo, boo!!!
Personally, I love it. It's clean and as simple as you can get given your current design. I believe Starbucks brand is at the point where the name doesn't have to be part of the logo. I think the new logo looks modern, is instantly recognizable, and works for the new decade. Branding isn't just about logos, it's also about the colours you use. The green on white nails it. You could have changed the siren to a horse and it wouldn't have mattered because your brand is all about
I am a Starbucks COFFEE drinker. I am confused as to why you would step away from the very foundation of your business; "- A carefully crafted offering of the finest, high-quality coffees from around the world" in your new logo. What value does this change add to your business? As patrons of Starbucks, we already know that you sell more then coffee. Yet we come to Starbucks for coffee. Not too long ago you guys strayed from your core and it cost you. Please don’t take a similar
Ok. Im a Lot Disapointed. The marketing ploy to remove the logo Is absolutly absurd. I mean seariously. Are you going to remove the sing from the front of your stores. And just hope people find there way to starbucks. Of cousre im talking about people that dont know about starbucks. If you want to keep bringing in new costumers. And as well as keep some of your exzisting customers. A name might be usefull. Hey lets go to that place with the wierd logo and no name. come on get with it people.
It is another sad, sad day when one more corporate lemming has let the logo clowns lead them down the path of meaningless change. It provides no new value to customers and only serves to increase costs. Shame on you Starbucks!
The complaints about the new logo are strange. We have a tendency to become emotionally attached to branding without even realizing it- I am also wary about the new look. But the Siren never changed, though a repeated complaint - at it's very foundation, the logo is the same. Starbucks is such a strong brand that they don't need to splash around their name. They found a way to evolve their logo in such a way that symbolizes their idea - both that of great coffee, and of what the Siren mea
To Howard S., Starbucks chairman, president and chief executive officer: You now have over 200 negative comments on this blog alone regarding the logo change. Can't you see this is obviously and overwhelmingly a BAD IDEA? People are obviously upset, passionate, and majorly against the change. These people are your customers. Your constituency if you will. LISTEN to them. This will kill your business. Put a big 40 on the logo if you're itching for change. Don't rebrand an icon that WOR
Because everyone is an expert.
I would keep the logo the same. For one thing, it's nearly a universal icon and easily recognizable as Starbucks. Even when it's disguised and altered you still know whose it is. The other reason is the new logo is simply dull, less vibrant and does not clearly communicate the brand. However, it's your company, despite being a good customer, I'm not a shareholder; so feel free to change the logo but I will say that I believe it's a mistake.
I like the old logo much better. I'd actually call it more of a badge or medallion. It meant more. The new one is just a simple logo, and actually seems much more generic than branded.
Not sure why the need for a new logo. The old one was fine. It's the least of my worries though. I'm more concerned about initiatives like sourcing coffee from China (http://online.wsj.com/article/SB10001424052748704462704575609733431622088.html) You want to talk about diminishing your brand? I hope you warn us which coffees are from China. I won't drink them. Locating your kiosks in Safeway also diminishes your brand. I refuse to buy coffee at them. Cheapens the experience.
*means to us
that's supposed to read..."Don't rebrand an icon that WORKS." In short, just don't remove the name from around the siren. It doesn't need to be changed and will not bring you increased revenue. You are not Nike and you are not Apple. You are COFFEE and that's part of what makes you likeable.
Definately don't think removal of the Starbucks name from the logo is a good thing. Makes you more Generic than the brand is already becoming. Starbucks needs to remain unique...you have been forgetting that lately I think.
I just created an coount because I felt like I needed to comment on your logo change. I love Starbucks, I am a recent convert...your Dark Cherry mocha got me hooked last year..and now Sbux is my daily pleasure! I do not like you new logo. I think the Starbucks Coffee is an iconic part of the logo and now it just looks generic.
Starbucks Coffee and Tea -> Starbucks Coffee -> random company with unfinished logo. Too bad my black card is now gold and my gold card doesn't work at Peet's.
I like it. It takes the "old" logo best assets to a higher place. It's clean, simple and beautiful design. Why change something that works, some asked. Well, if the company needs it to move forward, it's a good enough reason as the essence (90% of the old logo) is clearly kept. This is definitely not a redesign gone bad.
I go in Starbucks every morning...I did not even know there was a siren in the logo! I ALWAYS, ALWAYS notice the green circle with the bold STARBUCKS. The siren has never stood out to me, at all! I do not like the new logo. Keep the old one.
YES! Finally, Starbucks is now known only by a label! It's like saying Madonna, Cher or Reba! There is no reason to know a last name, we know who they are! There is no reason to weigh down the Siren with STARBUCKS COFFEE, everyone will know by the logo! I lke it! Hooray for Starbucks! Let's celebrate! As for the gold card, it's okay. My balances are always correct, I get my rewards immediately, and only occasionally is the their a problem with a free customization. But, the BLAC
I must add in a complaint about the new logo as well. I much preferred when the logo at least said "STARBUCKS" on it. Why would you want to remove such an iconic name from the logo? Starbucks, along with the siren that is the main focus of the logo, are well known, but is the siren itself truly enough to signify to everyone that a cup of coffee came from Starbucks? I think Starbucks should retain their name on the logo to remain unique and outstanding.
I read studies that show humanity is heading towards a more 'icon oriented' way of interacting with the world, but I'm a 50-something and I find an icon presented alone - without wording - just plain annoying. Plus there's something irritatingly presumptuous in Starbucks assuming that everyone - the world over - will know the icon.
Removing the name of the company (not just "coffee") leads me to wonder if your next announcement will be a name change or merger...
hmm...new logo = who cares. As long as I can go into the store get a good cup of coffee I'm fine. I know I can walk in there and know what store I am in if the logo spells out "Starbucks" or not.
Well, I guess just like when they foolishly tried to be retro and bring back the brown label, I'll have to patiently wait for them to realize their error and change back to the tried and true Starbucks logo. And while I wait, I won't buy anything with the lame new logo on it. This totally ended my day on a low note. Way to go Starbucks.
I am disappointed in the new logo. It looks plain and random. Shoot I would rather see them go back to the original logo from 1971 instead of this new one. Sorry Starbucks but you messed up a perfectly fine logo. Bravo!
Was there ever a draft logo to put the Starbucks Coffee logo on the 'Sirens' crown? &/or to keep the green ring around the outer edge?? I do have to agree, the brand name NEEDS to stay integrated to the logo. I wish, at the time, I would have seen the selections of new logos for customer comment. The complaints are pouring in but beyond saying 'keep the old logo' I don't see any suggestions to refine the unfinished look to the new one.
Hate the new logo! Don't try to fix what already works!!!!!!!!!!!!!I won't by anything with the new logo either!
This Gold Card member loves the new logo. We are creatures of habit . . . of course we will miss the old logo, but what is wrong with change?
Howard, My first reaction is, frankly, a big Y-A-W-N! Perhaps if you had explained how the new logo addresses and relates to future plans, you might have demonstrated some merit to the change. I surmise that you intend was to distance the logo from coffee to some degree to facilitate launching into new product categories where your coffee heritage might not be viewed as a plus (e.g. StarbucksTM brand adhesive strips?). Lacking any explanation, the change remains a big Y-A-W-N!
Now I GET IT: http://www.usatoday.com/money/industries/food/2010-10-18-starbucks18_CV_N.htmA very different kind of Starbucks is on tap. It will serve regional wine and beer. It offers an expansive plate of locally made cheeses — served on china. The barista bar is rebuilt to seat customers up close to the coffee. Most conspicuously, the place looks less like a Starbucks and more like a cafe that's been part of the neighborhood for years — yet that's "green" in design and decor.
Even if Startbucks is expanding their retail option further 'STARBUCKS' should be part of the logo. No one really says they're going to Starbuck Coffee anyway. But a 'Brand' simply needs to stay with a logo. People might start saying they're going to the 'Siren' place!
Good for you to keep evolving in this strained economy!
The new logo (coming from a person that has a design and marketing background) is just horrible. It is flat, boring, and actually took me a while to connect it to the word Starbucks. The old logo was fine as is, and had much more depth and personality than the newly proposed logo. This makes me wonder if they're trying to replay what Gap did--make customers go "Hooray" and spend lotsa money on them once they go back to their old logo in about a week or two after the change.
Wow lots of branding experts in this comment section. Fitting since Starbucks doesn't know anything about branding and design...oh wait.
It sounds to me like they plan to expand into areas beyond coffee, so to take it off the logo might make sense. I would imagine they will include the name "Starbucks" on signs, packaging, etc. -- just not within the logo itself. If you're holding a cup of coffee you bought at Starbucks, you don't really need to be reminded that it's from Starbucks by having the words printed on the cup...
I am very disappointed in this new logo! I am not impressed at all. Very poor choice for Starbucks.What will they think of next?? maybe just a star for a logo lol What were you thinking??? In my opinion they should fire the advertising team that came up with it. I know how much it probably cost for this new logo/new cups & merchandise with it. That just adds to the price of our coffee in the future. You should have just stuck with the old that everyone loved and saved us a few cents on our dr
The old logo was fine - I think the new one looks dumbed down and like a bad cup of coffee from a gas station. Time to snap up the old logo merchandise. Yes, the old logo spells comfort and familiarity - guess we are creatures of habit, just don't change the coffee.
It's not the siren that people recognize as the logo. I didn't even know what was in the middle of the logo until a couple years ago. Take some advice from Gap and keep your logo. People like it, and more importantly, they actually recognize it. One more reason to go to Caribou: Avoid the huge freaky siren staring me down every time I take a sip.
At first, I wasn't sure about the logo. I thought to lose the type was a bad idea. When you listen to Howard Shultz explain the reasoning and how they are moving beyond just coffee, I think it makes sense. It holds true to the tradition of the siren imagery, but breaks out of the "circle" of just being a coffee shop. It is also a nice mark.
Well, reading through 3 hours of comments, I see about 5 max number of people who like the change. Will Mr. Schultz take the reins and do the 'popular' thing and reverse this decision?
Doing the "popular" thing doesn't make it the "right" thing.
While I can appreciate your attempt to update your logo, I think that your replacement is a horror. Whoever designed it has no knowledge of effective marketing-retailing. It is a gross error to remove the word STARBUCKS from the logo, in my opinion. Removing the word COFFEE, accomplishes your attempt to broaden your appeal to more that just coffee in the future. Unless it is your plan to change the company name from STARBUCKS to something else, there is no need to remove STARBUCKS from your logo.
This would be suitable if done as part of larger revolution: switching to a completely new kind of cups that don't harm the environment or completely reinventing the way coffee is grown and transported from different parts of the world. But changing, just for changing - that's bad. I like the cleaner design, hey - it's more up to date. So what? Give me a reason for this type of change...
On purely aesthetic grounds, I think the logo works on-cup (though I would encircle it with a black band or otherwise add black to avoid the cheap look of single-color). But as signage it seems it will clash with recent store designs, including the 1st & Pike "environmental" approach and the Olive Way "street level" language. This logo says "ubiquity" and will work fine alongside highways but I'm worried about the adaptation to urban contexts.
What nonsense, and the Prez believes we are going to buy the line he has been given by some marketing guru, oh please! I have been in retail for 30 years and I think Starbucks changing their logo is such a mistake. At 40 years, that is the biggest thing they could think of. Sad! It is what you give the customer, your product and store experience that matters.
Removing the word COFFEE might be looking forward to expansion of product offerings but removing the STARBUCKS from the Siren Logo is just ridiculous. Also the border around the Siren design had a classier look. Hope it comes back quickly.
totally agree with you. 'STARBUCKS' needs to stay and some sort of border for a classier finished look.
Okay...all they are doing is removing the words "Starbucks Coffee" from the logo.....why is that supposed to be so impactful? I think not. It's stupid. The logo is staying the same, just without words. A five year old could come up with that brilliant idea. LOL.
I'm disappointed with the new logo. It has lost impact. I also find it strange to remove the company name, especially since I don't think the Siren alone is established as the identity of the brand. What was the impetus to change? Just the anniversary? Imagine the cost to update all the stores around the world with the new logo.....I sense a price increase coming....
This new logo is wrong, wrong, wrong. You can rationalize and 'reason' all you want, but this logo says - 'CHEAP and corporate.' What hits your eye with this design cannot be justified. Is it really about saving money by not printing two colors? This logo cheapens the brand. It pains me to think that I have funded some ad agency to dream up this scam. Do they have any consequences for bad decisions, or do they laugh all the way to the bank? Bring back the old cup with they t
Bring back the logo where the siren had *****.
Someone is going to be fired over this one . . . the old logo was classic and this is a mistake
I'm an avid Starbucks customer (does 125+ visits in 12 months count?) and I can say that I HATE the new cup design. VERY disappointing. Awful-terrible-who in the world thought of this idea? There is nothing wrong with the current cup. Haven't you ever heard of "Don't fix it unless it's broken!"? Seriously, what a waste of time thinking of a new cup design. Starbucks should be focusing on customers and how to make them happy and make coffee even better! Now, yo
I'm a long time customer, and can't help but wonder why Mr. Schultz feels this should be his focus. I have some advice. Starbucks is your name, own it. Don't let your artistic, flunky, too much free time, marketing staff remove it. It will cost a ton of money. The world will hate it, you will change it back. How about you focus on operations. Try making an Iced Chai Tea taste the same everywhere (don't forget your locations in airports and Targets). Fresh/Consistent/Clean!
Bad move. Keep the curent design.
Starbucks should be focusing on customers and how to make them happy and make coffee even better! Now, your gold card rewards program - that was a great idea!! Focus on ideas like that instead of redesigning a stupid cup. Here's another idea - why don't you ASK your best customers what they want and what they would like to see?
The old logo is much better! Please change it back!
Wow. My first two thoughts are... 1) Gap logo disaster redux, 2) Why in the world take away the Starbucks name? While many companies have logos without their name incorporated within the design, the name is often nearby. It strikes of arrogance to this over caffeinated loyal customer. I like the current (name included) logo. Maybe in time I will like the new one, but I would not bet on it.
In the words of Vivian from Pretty Woman, "BIG MISTAKE. Big. Huge. I have to go shopping now." Why would you change the logo? I agree with the majority here, do not make changes. Does this mean you plan to change the light signage in the window too? Because I look for that logo when I want coffee, and I guarantee I am not searching for a green mermaid!
The new logo looks incomplete without Starbucks Coffee. If I had seen the cup prior to reading this article, I'd have thought it was printed incorrectly.
I'm glad to see I'm in similar company - I don't like the new logo at all. It's missing the Starbucks name, it feels unfinished, washed out...This is definitely a step backward. Change the interior of some of the stores if you wish, but the logo should stay!
Ugh, ugly, mistake.
Logo change? You just removed the STARBUCKS NAME! That seems counter intuitive and counterproductive. Are you just changing the logo on the cup or signage. You really want to make a change how about cleaning up the store at 2191 Buckingham rd. in Richardson Texas. I went in there the other day and the only seat available was next to a table of people eating food from MacDonalds and the chair looked like it had vomit on it. And when I try to redeem a reward on my Green card I get an argument.
This is so bland! Why would you weaken your marketing by removing your name? Maybe Starbucks is getting ready to sell themselves to Cellular One so we can drink "Cellular One" coffee at Komiskey, I mean Cellular One Field. Unlikely, I know, but why would you take your name off your cup? Also, it looks like they're trying to save money on printing by going down to one color. Go back!
This is one of the WORST logo redesign i have ever seen. Going from GREAT to WORST Logo. I will not able to distinguish between Starbucks Cup and some morning joe's Cup until i see it from 1 feet away with this change. You could leave remove Coffee and put some thing like ex: Est: 1971 if you really want to change the logo to diversify into another areas.
Why do people insist on changing classic logos? Gap's idea of a new logo was awful but at least theirs was halfway logical and still said "Gap" on it. This new logo is a total wreck. The obvious problem being that nowhere on the logo does it say "Starbuck's." Keep the old logo, they shouldn't make a change that is simply going to cost the company more money and it doesn't even have the company's name on it. On a sidenote, I haven't had any problems at a
looks f'n generic like your coffee's becoming
As a 20 year marketing/advertising professional, I never cease to be amazed at the stupidity of these type of corporate moves. I've heard rumors of Starbucks considering wine, etc. and could possibly agree that if these are true the "coffee" name could be dropped from the logo, but the "Starbucks" name, definitely not. Monumental mistake. Right up there with the ridiculous decision to always serve Pike and not the variety of mild/bold that built the built the brand in the
ll with my gold card or receiving rewards in a timely fashion. Although I liked the original design for the card I thought it was illogical for a card called the "gold card" to be black. So at least the transformation to a gold card made sense. This new logo makes no sense at all.
ll with my gold card or receiving rewards in a timely fashion. Although I liked the original design for the card I thought it was illogical for a card called the "gold card" to be black. So at least the transformation to a gold card made sense. This new logo makes no sense at all.
The new logo is the worst of all four. It doesn't say "Starbucks".
I am fine with the Logo update. To the people that complain that it doesn't explicitly call out the Starbucks name need to consider other wildly successful companies who's logos don't spell out the company name. Apple is a big one, just as iconic in America and around the world as Starbucks. Nike as well. Virtually every car company out there. When you have a symbol/emblem that is recognizable around the world it is perfectly fine to drop the actual name of the company from the logo.
Changing the logo is like taking lat out of latte it would just be te so what now when someone ask were we get our coffee we will just say some coffee place i feel that you are in a down hill tumble and if you don't stop you will crash and burn i love starbucks just the way it is its great to change some things like coffee flavors and furniture but leave the name alone it just dont make sence
Yuck! What is Starbucks thinking? The new logo is weak. It would be one thing if the new logo was better, but this one just isn't. I want an intricate, yet familiar, logo for my intricate and familiar coffee. Give it back!
I suppose the new logo (without words) is to identify a cup of coffee for those who cannot read english?Perhaps we are moving into the age of symbols instead of words as a global gesture.
Yeah and once again troglodytes prove that they don't like change - wow. LOL Your new logo is modern and different, and not something to be sacrificed OR worshiped, just like any of the others. Give it up folks, as long as Starbucks is dedicated to improving then they will.
Where is my previous comment and how come the quantity of comments dropped from 394 to 45???? Is SBUX deleting non-favorable comments??
We love you for who you are. And we identify you by the green and the logo and the name. Would it make sense to change the green to yellow or pink or orange? or change the mermaid to a fish or camel or monkey? I strongly identify with the logo as is...mermaid, color, name and all. Please don't mess with my one guilty pleasure, leave it as is.
If I hadn't seen on this website that the Starbucks logo was to be changed, I would have thought that someone was ripping off the Starbucks brand. It would look like bogus coffee to me.
This logo is AWFUL! What a terrible business decision! This is one of the most recognizable logos on the planet for one of the largest corporations on the planet. Why in the world would you mess with that? Reverting to the "original" logo a few years back was an awful idea too. How do you not learn from a previous mistake and intentionally repeat it??
At least keep the "starbucks" label on there, ditch "coffee" if you want. I don't like the new logo and lack of branding. I speak as a strong SBUX fan and (happy) SHAREHOLDER
After GAP, yet another ill-motivated self-serving attempt to "refresh" a corporate logo. So many Brand/Marketing teams at corporations who need to justify their worth by tinkering with an established and well-liked brand...sad. As to the CEO arguments Starbucks would be branching into products other than coffee, I leave you with these two thoughts: 1) I buy almost daily but I don't drink coffee (Iced Chai Tea baby). 2) People buy Coca Cola, even w/o the coca in it!
How are the adults of tomorrow supposed to refer to your company? My kid is a Starbucks fan, not a 'Siren' fan. Hmmm, perhaps Kraft should simply play up the macaroni & cheese, or the noodle. Whaddyadoing?
I really don't like the new logo. Please don't do it...
the new logo is TERRIBLE!!!
I like the new logo, but I'm gonna miss da starbucks letter logo!!! :(
This logo is really ugly. Why would you take your company name off your product? If it's not broke, don't fix it.
This is a mistake. As a daily drinker and stockholder, it sickens me to think about the amount of time and money Starbucks devoted to meeting after meeting, consultant fees, graphic artists, focus groups, more meetings and to signage. In 2021, I expect a future Starbucks CEO will announce the company is going "retro," and the logo cast aside in 2011 will return. I just hope they have the good sense not to waste more on consultants, focus groups and the like.
i hate the new logo. i am not even a loyal starbuck customer. i got a $25 gift card for xmas but when i got to starbucks it was only for $5. starbucks made a $20 profit off my boyfriend. i actually only created this account to share my opinion about the horrid new logo. PLEASE CHANGE IT BACK!!!
Really don't like the new logo. Leave well enough alone.
I just created an account so that I could log in and express how much I DO NOT like this change in logo. Didn't anyone learn anything from GAP? If you are concerned with it being too "Coffee"-ish the just take that off...don't remove Starbucks from it. It's ugly and looks like any other off-brand coffee shop cup. I drink Starbucks any time I am not at home...maybe I should I just carry around one of my Flavia cups to pour my coffee in so I don't have to drink out of
I have been in Starbucks stores all over Asia and dropping the English will remove Starbucks from the universe of 'Sharing the American Dream' experiences desired by many outside of our shores. On a second note, I realized lately that I am paying $6.00 for the same latte and breakfast pastry that I originally paid $4.60 for several years ago. During that time, my base pay has gone up 7.5% while Starbucks raised the price by 30%. Save the money spent on logos and reduce prices instead.
i created this account to just say you are all a bunch of babies. its a new logo! not new coffee, not a new store, and actually it isnt new they just took out the name so you could appreciate the image that has been there forever. The only reason there is so many comments that are negative on this is because only you guys care. and youre losers. and so am i for responding but theres more of you than me.
Ugly! I don't think removing the name of the company is that bad, but the logo is just blah. Simple is good, like Apple's logo, but when the company name is "Apple" and your logo is an *****, it obviously works. Besides, Apple's logo is white/silver and sophisticated. The mint green siren by itself is hideous. What a waste of time and money!!!
This is a great example of how companies lose their focus on core values like quality and start obsessing on self-indulgent pursuits. I could care less what the logo looks like - draw it in crayon if it makes you happy. I return 1/3 of drinks I purchase to SBux counters due to quality concerns, and the 2/3 I keep feature espresso that tastes flat and stale. What difference does a pretty cup make if the espresso inside is sub-standard?
Each time Starbucks closed one of my faviorte shops I would e-mail, please reconsider. When you stopped making the light mocha's I again sent a e-mail please bring it back. When you changed the card from black to gold and reduced the saving to the customer I thought wow they must be hurting financially. Is this a cost cutting move again?
The logo is too plain. I think you should still have the starbucks name in the cups.
I don't know if the Starbucks folks care one way or the other, but in looking over the comments it seems the majority doesn't care for the new look. Count me in on that one. It just seems empty without the Starbucks name. I know it doesn't change a thing as far as a good cup of coffee but I just don't like the new logo.
Removing the name of your company from the brand is dumb. I drank coffee DAILY and nationwide at Starbucks since its earliest days. Until today I never knew about the green lady. I don't look for a green lady when I look for coffee on my travels. I don't Google a green lady when I look for your nearest location. It's smarter to remove 'coffee' from the logo and branch out. Removing 'Starbucks' is stupid. Hey, care to meet me at the green lady and talk this over?
I don't mean to be rude, but haven't you ever noticed the green mermaid lady inside the Starbucks logo? I mean it's been right there in the center for a long, long time. Weird.
eightiesmania, you and I seem to be in the minority here. Many folks are going ballistic (too much caffeine) and saying how AWFUL and BAD it is, when it is really the same as before without their name. And when I say same, it is exactly to the pixel with just a color change. So, what they are telling you Starbucks, is that not only is your new logo completely terrible, but your old one was 50% garbage too!
Rather than spending all this money on a new logo and advertising campaigne, you could imress me by lowering your prices.
You are absolutely right...well said!!!
You can either pay for the higher price of doing business or you can have Starbucks go out of business. You pick.
WHY change something that's not broken. Hate the new logo!!!! Seems more stark and not as warm as the 2 color version. And I am a successful corporate marketing consultant. You are going down the wrong path...
Superficial lip service. Changing the logo doesn't do anything to bring Starbucks into a "new age," an age of over-consumption and waste. Using biodegradable plastic cups would have been a better more SIGNIFICANT way to come into Starbucks' fourth decade.
I'm a proud Starbucks partner . And I happen to just love the new logo . Starbucks is not about just coffee anymore . We are much bigger then coffee! we sell a experience that's what keeps you guys coming back. I think braking away from just coffee is a awesome idea and the new logo shows that .. it well help grow are brand even further on all levels .. I'm exited about it way to go guys !
Why not just write "Starbucks" on it, instead of "Starbucks Coffee?" I'm still against the idea of a company spending so much money on a logo, but that's the corporate world I guess. The green siren by itself is just ugly, in my opinion, but hey, I'm just a customer... Of course that doesn't mean I won't buy the coffee anymore - I'm not that petty - but there's something to be said about aesthetics, otherwise corporations wouldn't spend milli
No, Starbucks is about coffee. Sorry.
Is there any way I can buy the old, unused cups when the change is implemented? I want some vintage Starbucks cups around the house.
Plenty of vintage Starbucks on eBay = Herbs.at.Willow.Creek
Nice update
Wow! Didn't even know what the "siren" was. Truthfully, couldn't have told you there was one on the cup. Now your cups will look just like the cups Gibbs uses on NCIS!
I just don't like the removing of the name from the logo. As a marketing major myself, I am just not following the thinking behind removing the name...It's the name that most people love, not the "green lady".
You guys love the experience not the name and not the green lady .. and starbucks well still be on the cup just on the back of it by the boxes .. Starbucks is more then coffee now we serve food and pastries and lunch .. Starbucks is branching out and are logo needs to represent that !
I agree it is more than just the coffee which would make sense removing the "coffee" from logo but branching out or not, the experience, the food, etc it is still Starbucks and completely scrapping a logo that works for such an unattractive logo does not represent branching out but an unwise move on corporates part!
I am Speechless. The New Logo Is Bland, Very Bland, Watered Down, Not Crisp And Clear. What Is The True Purpose Of Changing The Logo This Way ? ? ? Easier To Display On LCD Road Signs ? ? ? Saves Black Ink ? ? ?
Looks awful. There is nothing worse than change for the sake of change.
It feels cheap, rushed, and low class. On second thought, I guess it does fit in with your customer service attitude over the last year or so.
This is one gold card holder and daily customer who is becoming more disillusioned by the day.
"Looks awful." - so the old one was just half awful then, because the new one is identical to the old one with the words removed. Start drinking decaf.
Although I am not a fan of this new logo, I do find it more palatable by adding an addition green circle around the design, which makes it less painfull to look at. If you look at my design - www dot 86it dot biz slash starbucks , I think you might agree.
Rock on, Ed! I'm not a fan either, and had exactly the same thought that you did. It IS much easier to look at with a bit of a frame. Without the circle, the poor girl looks hopelessly lost.
Thank you Kristina, she does look hopelessly lost without the border. Very Well expressed.
I do not like the new logo.
Really...the old logo was just fine, as was the "Black Card", which was unceremoniously replaced by the "Gold Card". I enjoyed using my black card and feeling a little special. Now, the boring Gold Card, which is already all scuffed up from constant use, has lost it's shine. It would be so nice if Mr. Schultz would first ask his loyal customers about these changes and see what "they" think. He might just be surprised!
Great idea. SBUX leadership would be wise to poll customers on its website what logos they like best. Management should remember that it's most loyal customers are the ones who provide sustainable earnings in the long-run. Throwing customer loyalty to the wind is an unlikely bet for long-term success and customer satisfaction.
I love how most of the "pro-logo" posts are so well phrased and punctuated. Never in a million years would I suspect that the marketing team had prepared them in advance.
I was looking forward to a monumental change. Changing a logo does not necessarily mean a brand change. I believe this is much ado about nothing or just an attempt to bring attention to the company. I, as does most, enjoy the coffee and the astounding branding but this is truly not news worthy!
Stupid idea. And someone got paid for this? Really stupid.
seems as though you might have rather been paid for something like this as well?
I’m really disappointed with the new logo for Starbucks. The current logo that was introduced in 1992 is not only a classic, but it’s a very solid company image that would do well regardless of how long Starbucks has been in business.
Agreed. This is why external consulting firms create and vet logos before they are released to the public for backlash. Take a look at Deloitte, for example. Their green-dot logo worked out great because they got it from an outside consulting firm. And the funniest part? SBUX likely spent the same amount of money as if they'd just outsourced the job appropriately.
You guys love the experience not the name and not the green lady .. and starbucks well still be on the cup just on the back of it by the boxes .. Starbucks is more then coffee now we serve food and pastries and lunch .. Starbucks is branching out and are logo needs to represent that !
I really like the old logo... If it does have to change, I agree with the folks who suggest that the Starbucks name stay, and just drop the word 'Coffee'. I LOVE STARBUCKS LATTEs!
Howard . . . You're the man!
You guys love the experience not the name and not the green lady .. and starbucks well still be on the cup just on the back of it by the boxes .. Starbucks is more then coffee now we serve food and pastries and lunch .. Starbucks is branching out and our logo needs to represent that !
Say it a 10th time and maybe we'll agree. Until then, let us as customers determine what we do and do not like. Thanks.
The new logo is blah. Why remove the name? Or is it just a stunt to attract attention and then revert back and NOT change the logo?
I agree 500% with all of the above who think the change is ludicrous!!!!!!!!!! Probably just like so many other changes, the guys at the top have nothing else to do, so they justify their existence by coming up with ideas like this. So, does this mean that because the Mona Lisa is old, we should change her name for the sake of progress?
I agree and understand the logo change due to the corporation's desire to diversify and create a brand that isn't only synonymous with coffee. Regardless of how cleverly symbolic the Siren breaking free from her encasement is from the Starbuck's name and the word "coffee" as Starbucks continues its quest to incorporate other products into its portfolio, I can only hope this change allows the Siren to stay afloat and not eventually drown due to lack of support, since I LOVE
Hey no worries, I like the new design. I will just go to "Mermaid Coffee" now.
I DO NOT like it, period.
I see more and more post about the logo change is due to brand diversification. Let's be real Starbucks is a COFFEE company and will be synonymous with coffee. Using the name/logo on mugs and accessories is one thing but what are they expecting to do? Build cars, sell clothing, cell phones....
Going to sound like a broken record at this point in the comments, but not impressed with the new logo! Very bland, & the name should stay on there.
Leave the old logo behind. To me it has become an American icon, why foll around with something that is not broken, and so perfect?
I think you mean, "Leave the new logo behind," or "Leave the old logo alone."
Hopefully they listen to customer feedback and actually turn this big mistake around. The best companies always succeed by listening to their customer feedback, so far customers say, this new logo stinks!
I do NOT like the new look. I also think is is DUMB to remove "Starbucks" from the logo. Who dreamed this up anyway?
I agree with all the Starbucks lovers who are asking why mess with a good thing? The logo was fine as it was. Everyone knows and recognizes it. Sounds to me like Starbucks is planning on getting out of the coffee business.
I LOVE the new logo, way to go starbucks! There is no need to say HEY I'm Starbucks, I think Siren has become an international symbol that i think everyone knows and loves. I applaud starbucks and I cant wait to see whats next.
I agree, it's like a milestone for them to know that people will recognize them by the green mermaid alone. Kind of like, dare I say, the golden arches of McDonald's. I like it!
I agree..... The new logo is LAME!
I have read the history of Starbucks, own the stock, and drink the coffee every day. The current logo is excellent and should remain the company symbol. I don't want to drink wine, beer, or sodas at Starbucks. Thank you.
Well said chuckcrichley. I too think the current logo should remain the company symbol and I don't want to drink wine or beer at my local Starbucks. The familiar atmosphere will disappear and I will no longer feel comfortable when alcohol beverages begin to be served. The coffee house was a safe place where I could meet friends at.
Schultzy: Bad decision on this logo thing!!! As you can see, it would have been a good idea to consult with your loyal fan club of coffee drinkers beforehand.
I don't mean to be negative about the new logo but the single color makes it look faded, flat and generic. Makes me think of 7-11 or Walmart even though they have more than one color.
Big Mistake, I really don't like the new logo at all and think it should have been left alone. Why throw away something so recognized and respected? Yes, we all know you can get more than coffee at a coffee shop, but people still go there primarily for their coffee beverages and "Coffee Company" should be included in the logo.
Have you even looked at the new logo? "I really don't like the new logo at all" - well, considering it is 50% of their old logo, did you not like the old one a 'little'?