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One Lump or Two?

by Mike Karfakis on February 1, 2011

Photo courtesy of makipapa

Whether or not you’re a Starbucks regular, occasional caramel macchiato drinker or your car sports the “friends don’t let friends drink Starbucks” bumper sticker, you probably know by now that the company has announced changes to its logo.

Well, you would’ve thought that Congress had decided to change the stars and stripes! Change the logo, outraged consumers Facebooked, Twittered and otherwise howled? No one asked us.

Love it or hate it, Starbucks has come to stand for way more than coffee.

Thanks to the Great Gap Logo Flap of 2010, Starbucks may have anticipated a bit of a dust-up, especially since the company is all about “emotional connection” with their customers. Founder and CEO Howard Schultz made the announcement himself, in a notably humble post on the company’s blog.

In addition, unlike the Gap, Starbucks made a reasonable case for the change, at least from a marketing perspective. After 40 years in business, the company has evolved from a single retail store to a powerhouse that operates in more than 50 countries. Love it or hate it, Starbucks has come to stand for way more than coffee. Which is probably why they removed the word from their logo.

In fact, they eliminated the name Starbucks too. And gave the Siren (turns out she’s not a mermaid) an overhaul. Naysayers think the logo alone won’t be recognizable enough. Supporters – and they’re out there – think the company has a good track record of managing change.

Nike swoosh, here we come.

Is this much ado about nothing or are you headed straight for Dunkin’ Donuts? Let us know.

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2 Responses to “One Lump or Two?”

  1. PJ said:

    Feb 1, 2011 at 10:37 am

    The redesign was a great move. Anyone that thinks you won't recognize the Starbucks logo without it saying "Starbucks" on the actual logo is insane. Big brands are dropping the type from their logos all over the place (Apple, AT&T, etc). Have you seen the study A2591 conducted that minimized common brands? They almost always looked better the more they were minimized.


  2. Amanda Karfakis said:

    Feb 1, 2011 at 5:38 pm

    You're right - it's clearly still recognizable. Simple, clean, looks seem like the way to go these days. Minimalism is basically the new black. Plus, we have faith in Starbucks' brand history -- they know exactly what they are doing.



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