The New Starbucks Logo

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A new Starbucks logo has been unveiled.

“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.”

– Howard Schultz, Starbucks president and CEO

starbucks-logo-history

starbucks-logo-cups

starbucks-logo-coffee

A well executed logo redesign

As one of the most recognised brands in the world, this logo redesign is a bold move for Starbucks.

What the designers have essentially done is strip away all unnecessary elements of the old logo, the outer ring and brand name, allowing the famous Starbucks siren to come forward and take centre stage.

I’m truly impressed with how the redesign maintains the essence and integrity of the Starbucks brand, while opening the window for Starbucks to extend into markets beyond coffee.

This is a perfect example of an identity redesign done right.

Simple, flexible, memorable – Brilliant.

What is your opinion?

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  • http://mintyrich.net Amol Dhir

    After so many redesign blunders, first to give a positive and pleasant feeling. Thumbs up.

  • http://mintyrich.net Amol Dhir

    After so many redesign blunders, first to give a positive and pleasant feeling. Thumbs up.

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  • http://twitter.com/gmsdesigns Gerry Suchy

    Much cleaner. I love the use of negative space with what is now the iconic green Starbucks color. And they didn’t even have a “logo design contest” judged by a celebrity fashion designer 😉

  • http://twitter.com/gmsdesigns Gerry Suchy

    Much cleaner. I love the use of negative space with what is now the iconic green Starbucks color. And they didn’t even have a “logo design contest” judged by a celebrity fashion designer 😉

  • Anonymous

    And it was in need of updating because…

    • http://www.logobird.com.au/blog Duane Kinsey

      Starbucks has announced its intention to expand into markets outside coffee. Given this is the case removing ‘coffee’ from the logo makes a lot of sense.

      • Anonymous

        Duane… I heard what Mr. Schultz had to say in terms of justifying the change.

        This is also the man who, as Chairman of the Board, fired the former CEO for expanding at too fast a pace and taking the company too far afield from it’s core business. Over the last couple of years, Schultz has closed a couple hundred stores, put the halt on others that were in development, found possibly the most uncomfortable furniture ever made, dramatically scaled back the non-coffee related merchandising and promised his shareholders that “getting back to basics” would be his new mantra.

        More recently, they’ve expanded morning pastries, added snacks, salads and artisan sandwiches, and it is rumored that they’re market testing alcohol products. What was once a very focused corporation seems to have lost their way.

        In simple terms, if the updated logo does in fact represent the course they have set for themselves, I am unimpressed on many levels.

        Oh, and let me add that I’m a loyal Starbuckian… having made my daily pilgrimage for a Venti Americano for over twenty-five years. Starbucks is my third place.

  • Anonymous

    And it was in need of updating because…

    • http://www.logobird.com.au/blog Duane Kinsey

      Starbucks has announced its intention to expand into markets outside coffee. Given this is the case removing ‘coffee’ from the logo makes a lot of sense.

      • Anonymous

        Duane… I heard what Mr. Schultz had to say in terms of justifying the change.

        This is also the man who, as Chairman of the Board, fired the former CEO for expanding at too fast a pace and taking the company too far afield from it’s core business. Over the last couple of years, Schultz has closed a couple hundred stores, put the halt on others that were in development, found possibly the most uncomfortable furniture ever made, dramatically scaled back the non-coffee related merchandising and promised his shareholders that “getting back to basics” would be his new mantra.

        More recently, they’ve expanded morning pastries, added snacks, salads and artisan sandwiches, and it is rumored that they’re market testing alcohol products. What was once a very focused corporation seems to have lost their way.

        In simple terms, if the updated logo does in fact represent the course they have set for themselves, I am unimpressed on many levels.

        Oh, and let me add that I’m a loyal Starbuckian… having made my daily pilgrimage for a Venti Americano for over twenty-five years. Starbucks is my third place.

  • http://twitter.com/diegoplus diegoplus

    DO NOT WANT

  • http://twitter.com/diegoplus diegoplus

    DO NOT WANT

    The Starbucks logo was all about it’s typhography and those little stars. It was the most memorable part of the brand.

    I just realized there is a siren in the middle =/

    Well, it’ll still rock anyway 😛

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  • Carlos Eduardo

    Much clean, but I like more the older. I think that the combination between black and green was part of the Starbucks identity and now there is lost. So graphically can be, but I stay with the older.

    • Ninyo

      Hahaha… It was just Helvetica come on.

  • Carlos Eduardo

    Much clean, but I like more the older. I think that the combination between black and green was part of the Starbucks identity and now there is lost. So graphically can be, but I stay with the older.

    • Ninyo

      Hahaha… It was just Helvetica come on.

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  • http://twitter.com/yaadayaada Loc Lam | ロックラム

    It still makes people think of Starbucks even without the text, so that’s good. Although, that’s also because of Starbucks’ consistent branding strategy.

    I noticed the new logo is in a brighter shade of green then the original. Not sure why, I like the darker green better.

  • http://twitter.com/yaadayaada Loc Lam | ロックラム

    It still makes people think of Starbucks even without the text, so that’s good. Although, that’s also because of Starbucks’ consistent branding strategy.

    I noticed the new logo is in a brighter shade of green then the original. Not sure why, I like the darker green better.

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  • Rainer

    When updating goes wrong.

  • http://thaddeausdesign.wordpress.com/ Thaddeus George

    Hmmm…. not sure if I like the redesign, but I will surely get used to it. I was recently mired in the redesign process and the final result was great! I was able to work with a team in Sydney, DPM Creative Group, that excelled at brand design and my new logo is undeniably better. If you mess up your redesign however, I am looking at you GAP, it can cost you not only revenue but loyal customers as well.

    Thanks,

    Thadd

  • http://www.josephblalock.com Joseph Blalock

    I think I’m one of the few designers that welcomes this update. The existing logo is obviously iconic enough to live on its own without the type lockup just as Apple and Nike. We always preach about logos needing to be iconic and instantly recognizable, even without type. Well here it is people. After all, it has always been about the mermaid and the meaning by her—not the type.

    I say good move on Starbucks.

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