Starbucks unveil new simpler logo

Since it’s inception in 1971 at Pikes Place in Seattle, Starbucks has become synonymous with global coffee domination and it seemed that the iconic brand could do no wrong.

Fast forward to the last couple of years, and its previous success has been somewhat tainted by store closures, poor stock performance and their failed product launch of ‘Via’ instant coffee. It appears that Starbucks decided that an image update was required to help refresh its image and it will also mark their 40th anniversary.

The redesign is a collaboration between Starbucks and Lippincott (the agency that redesigned McDonald’s US stores). The most striking change is the fact that Starbucks Coffee has been dropped from the brand. Notably a bold move and one that reportedly follows Apple and Nike, two iconic brands which an incredibly loyal customer base.

Starbucks Logo History

The siren figure has been part of their logo since 1971 and despite various iterations including the covering of her breasts by her hair following public outrage, has remained unchanged for over 30 years. She has been removed from her frame and sits proudly alone, enlarged with no mention of the company. The black has also been removed, so only the green remains.

“From the start, we wanted to recognise and honour the important equities of the iconic Starbucks logo,” writes ‘Mike P’, the company’s senior creative manager.

“So we broke down the four main parts of the mark – colour, 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.”

Starbucks Mug

We can’t help but think that with their new logo is becoming less coffee focused, so are Starbucks planning on launching other products in vertical markets? Howard Schultz, CEO at Starbucks has commented “We’re sitting today with record revenue, record profit; the stock price is at a five-year high” but we can’t help but think that they also have some new plans ahead.

Lets hope that the customer base react as well as Starbucks hope they will. You can read more about the Starbucks logo redesign from their website here.