Starbucks dumb down and over-sell their logo

Starbucks recently unveiled a new logo with quite a fanfare. The big news is that they have removed the word "coffee". The rationale is that they want the freedom to sell stuff other than just coffee.

The first issue is of course whether stretching beyond coffee or coffee-based products is smart. The challenge here will be to focus on areas where Starbucks can create a viable, profitable and sustainable business model. I've posted before on over-intellectual approaches to brand extension that focus on asking "can the brand stretch or not?". This is the wrong question. A brand like Starbucks is trusted enough and rich enough in imagery to do loads of different things. The right question is whether they can create a value concept that brings something new and distinctive to the market in question and then make, distribute and sell a product or service at a profit.

And now onto the new logo. Below you can see the evolution:

Dumbed down?

Is it just me, or does this new logo not look like its over-simplified? The old one has more impact, and feels more complete somehow. OK, take off the word "coffee" if its limiting. But why take the brand name off as well? The design also over-promotes the slightly weird mermaid woman. And my guess is that the green and black colour circular "holding device" they've removed was also a visual equity that helped brand recognition.

There are precedents for the no-name logo. Apple have gone this route. They also removed the word describing their original product from their company name, "computer", back in 2007, as I posted on here. However, the Apple approach has some differences:

- An obvious one is that the symbol (apple) is the name of the company (apple), which is not the case for Starbucks

- The Apple logo is rarely used in isolation, but rather to accompany a product name, such as iPad.

- Apple products have the brand baked into the design - the logo is more a signature. Whereas with Starbucks the core product is much more generic looking: coffee in a white cup. So the logo is more important in branding the product.

Over-selling

Whatever you think about the logo, its still just a logo. And its unlikely by itslef to change the fortunes of the company. Yet is was announced with a whole lot of hooha. Check out the video below of CEO Howard Shultz selling it as a big thing, or click here to watch it.

I like the comments made by a reader of the Dieline blog here, which sums up well the over-sell of the logo change:

"I had to smile at the video, don't corporate people justify very little. Here's how the conversation would have gone if discussed using everyday speak:

'We do more than just coffee now, reckon we should get rid of the word 'coffee'.
    Yeah, good idea boss! That way we are known as more than just a coffee company.
Cool, kill the word then, whilst you're at it, get rid of the word Starbucks too, lets go down the Nike route, everyone knows our logo now.
    Er, boss, it's 5.45.
Yeah, I know, but it'll take 5 mins on Illustrator. Make the Siren bigger, kill the words, oh and you better change the colour from black to green.
    Boss?
Yes?
    Done it! I've emailed you the JPEG
Great, cheers fella, I'll put together the 400 page powerpoint to justify it in the morning!
    Night!
Night!"

In conclusion, if you are planning a logo change, think carefully about what you need to keep, add, loose and update. Refreshing what you have may be better than ditching some key elements. And remember that its still just a logo, and unless you really screw it up, it aint gonna change the world.

Comments

[hotels in brisbane]

Interesting side note… according to the time stamp on my previous comment, I’m posting from the future thanx alot

[hotels in linz]

It is one of the most useful blog! This is really well written, easy to understand and very useful.thanx alot

[hotels in linz]

It is one of the most useful blog! This is really well written, easy to understand and very useful.thanx alot

[basel hotels]

Please one more post about that.I wonder how you got so good. This is really a fascinating blog, lots of stuff that I can get into. One thing I just want to say is that your Blog is so perfect,thanx alot

[basel hotels]

Please one more post about that.I wonder how you got so good. This is really a fascinating blog, lots of stuff that I can get into. One thing I just want to say is that your Blog is so perfect,thanx alot

[bologna hotels]

A very nice post it is. I have been seeking this type of knowledge for a long time and by posting this comment you have made my work so much easier. This site always gives me outstanding knowledge.thanx alot

[bologna hotels]

A very nice post it is. I have been seeking this type of knowledge for a long time and by posting this comment you have made my work so much easier. This site always gives me outstanding knowledge.thanx alot

[hotels in sharm el sheikh]

This is one of the best blogs I’ve ever read. I m absolutely excited to get to read such a well blog. The amount of data that I get is truly great. This is an good masterpiece. I m truly impressed. I would love to read more of your blogs. Please sustain posting.thanx alot

[hotels in sharm el sheikh]

This is one of the best blogs I’ve ever read. I m absolutely excited to get to read such a well blog. The amount of data that I get is truly great. This is an good masterpiece. I m truly impressed. I would love to read more of your blogs. Please sustain posting.thanx alot

[iphone buyback]

Some of the people would love to have the product in such a way that even if it is not original, they tend to purchase those not original items. Please stop piracy to avoid lawsuit.

[cash for iphones]

Most of the products are matched with logos. This should be given importance. And not over sold to the public.

[sell iphones]

Well we can also see Starbucks logo's in t-shirts. We seldom see apple design. Unique and very elegant.

[Sell iphone]

Well it is up to the public if they buy those. But most of the people prefer to buy the mugs from Starbucks. Amazing to learn this.

[iphone buy back]

I hope everything will be good but the Starbucks is the best coffee I have tasted. I love the chocolate flavored coffee. This will give me a good time to relax.

[iphone buyback]

Well Starbucks did a good job. They have provided the best products aside from the best coffee they offered. A best way to learn this best practices.

[Alicante Hotels]

Good article! Thank you so much for sharing this post.Your views truly open my mind.

[Alicante Hotels]

Good article! Thank you so much for sharing this post.Your views truly open my mind.

[Hotels in Graz]

wow..I used to be searching for this and at last acquired it from this post. Thanks for making it easier.

[Hotels in Graz]

wow..I used to be searching for this and at last acquired it from this post. Thanks for making it easier.

[prescription coupons]

This is interesting blog, that is the thing I'm looking for over the net. Finally I found it. I learned a lot, this useful blog and I think other readers might find it useful as well.thanx alot

[prescription coupons]

This is interesting blog, that is the thing I'm looking for over the net. Finally I found it. I learned a lot, this useful blog and I think other readers might find it useful as well.thanx alot

[bodybuilding supplements]

A good business model help Starbucks gain at the top. Known in the world. And many people crave to buy the coffee of Starbucks.

[anxiety supplements]

I love Starbucks. It reminds me of my boyfriend who treat me to this place. I love the food and the juice that quench my thirst.

[Internet Marketing Agency]

An amazing way how Starbucks created a worldwide goodwill. This is a remarkable way of how Starbucks did a wonderful job to the market.

[diamonds for sale]

Well Starbucks do sell those logos. This is important to know. I hope I can be able to buy one mug for my mother.