The New Starbucks Logo

Today Starbucks unveiled a big update to their iconic logo:

"When we first heard about the possibility of modifying the Starbucks brand identity, our minds went wild with the possibilities. This was the project of a lifetime. The designers here at Starbucks have such a love for this brand – it’s what drives our creativity.

From the start, we wanted to recognize and honor the important equities of the iconic Starbucks logo. So we broke down the four main parts of the mark – color, shape, typeface and the Siren. After hundreds of explorations, we found the answer in simplicity. Removing the words from the mark, bringing in the green, and taking the Siren out of her ring. For forty years she’s represented coffee, and now she is the star."

"The details came next. The 20-year old logo was built in the early days of AutoTrace and it showed – points everywhere. We improved composition, brought in more sophisticated stroke width and spacing and a smoother line flow. When it came to her – the Siren – we enhanced her form in subtle ways, smoothing her hair, refining her facial features, weighting the scales on her tail to bring the focus to her face. We enlisted the branding firm of Lippincott to help with these refinements, and give us a better global perspective on the entire identity system.

The result is an evolved logo that celebrates the Siren in a much bolder way – it’s more expressive and energetic and still uses the same vibrant green circle that is so well recognized by our customers around the world."

Comments

[Brian Davies]

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! 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!

[Tim Nelis]

Is it just me that thinks that the logo looks like the Siren is holding her legs/tails open in a rather rude manner?

[Ben Farrell]

I haven't decided yet whether I think this is a good idea or not, BUT I hope this doesn't go the same way as the Tropicana redesign and Gap logo. Whilst those were both poor redesigns, it would be a shame if every time something new is challenged by initially negative public feedback, the design is reverted. In this instance, there's not much to dislike.
Hopefully the mermaid character will become more synonymous with the brand, but as it is, I don't know if it's a strong enough icon (like Nike and Apple) to stand alone. Whereas, with those logos, the word was separate to the icon and could therefore be cut, the words of the Starbucks logo might have proved more integral to its recognisability.

[Neil Martin]

looks cheap - where's the nod to the starbucks name? Isn't something like this a better solution as it evolves...

http://ndmartinxyz.deviantart.com/#/d36jmff

[Neil Martin]

http://www.flickr.com/photos/54943802@N08/5330595074/

[Jonathan Ford]

This is definitely a good development for such an iconic brand. Symbolism is used in a powerful way to distil its timelessness. Well done to the in house design team that worked on it, and for the brave step that Starbucks took in not compromising or being distracted by design fads.

[Brian Davies]

@Johnathan Ford quote:

Well done to the in house design team that worked on it,

What exactly did they do that was so amazing? Isn't this the trend to reduce everything? ( MySpace logo etc). Of course, Starbucks is a world brand now, so just like Nike and BA one can kill the wording and let the visual do the talking, but is there anything about this new identity that is really cutting edge? Nothing that you or I couldn't have done in Illustrator in 15 mins, and that's with a tea break! But then, that's the industry I suppose. I worked for big brands and justified little tweaks with 200 slide PowerPoints and then felt like a con artist afterwards. Funny thing was, they lapped it up! To me, this is the obvious thing to do for Starbucks, but is it going to make jaws drop in amazement? Probably not. Enjoyed looking at your website though, Johnathan.

[christopher michaels]

This is simply awful. Who are the people who are making these decisions? Very disappointing... everything these days is becoming so generic... where's the soul?? Leave a great mark alone... please!

[Jason Lim]

Regardless of whether it's a good or bad move, it sure has generated a lot of buzz. Here's another discussion on the topic, from a branding perspective:

http://www.brandingstrategyinsider.com/2011/01/new-starbucks-logo-a-bad-idea.html#more

Personally, I think Starbucks really has it tough. The new logo is still not simple like Nike, Apple, or McDonald's. The Siren certainly isn't as iconic as the swoosh, the bitten apple, or the golden arches. We just can't say it's simple or iconic enough for what they want it to be.

[Spiracles666]

Luring me with her come hither look and sultry spread, dazed in the graphic waves of her flowing green hair. Another fiver down the urinal, can I have another, and a fruit and cheese platter as well.

[Jonathan]

Yeah I would rather them leave the name sans coffee around the outside. The design style doesn't lend itself to the Nike/Apple mark only approach.

[AliciaF]

Dear Little Mermaid,
For the new logo 2021 the designers will finally zoom into your breast, muahahah...

[Charlie Choo]

I think the refreshed logo is quite fine. In a year or so, you won't even recognize it as being different until you see the old version. Starbucks is an international brand and quite recognizable by its signature green color and distinct line art look -- regardless of the brand name surround the mark. Don't believe me, just ask all my family and friends in China who don't speak English. If the brand is as far reaching as the non-English speaking Far East, I'm sure the change is justified and warranted. You might as well get over it.