01.05.11 | posted by Joe Hice |
Starbucks introduces new, less memorable, logo
Big deal. I don’t like it. Lacks the distinction and “tradition” the former logo had. If you really want to reach people in China, better tell them your name.
Starbucks gives the following reason for the change: The change reflects the company’s efforts to expand both internationally and through a wider array of menu and consumer-product items. Starbucks last month said that it will increase its store count in China sevenfold by 2015, while encouraging more daily food- and beverage-buying periods, or so-called “dayparts,” by adding new in-store menu items. http://srph.it/fbgW3R
Really? It doesn’t say that to me. To me it says ho hum. Soft lines. Lack of distinction. Losing its differentiation. Boring.
Our youngest daughter loves green though. She’ll be excited.
Not as bad as GAP’s recent logo change, but a non-winner in my book.
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Joe Hice, APR, CPRC, MA, MBA Tampa, FL.
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I totally agree, Joe. What is it with corporations with great brands that feel the need to re-brand themselves? Is there a corp mentality that if you’re having any sort of a problem, just spend millions to re-brand yourself and all of your problems will all go away? The GAP silliness was a disaster. I’m still puzzled by FedEx spending gazillions to change Kinko’s to FedEx Office. Do you know anyone who actually calls it FedEx Office? That one was nothing but corporate arrogance. This is not to say that all new looks are bad… I think Belk was in need of an update… a good move on their part.
[...] Starbucks’ change to its logo has set off quite a conversation among both java fanatics and marketing folks. [...]