So I was away this past week, in a land where I do not require my usual Starbucks since the “regular” coffee I can get is what my Starbucks is trying to imitate. Regardless I was still reminded of my favorite local “coffee shop” when they boldly unveiled a new logo. What surprised many was the fact the words coffee no longer appear on the new sleek design, the company name also is absent from the logo. Hmmm. Makes you wonder what Starbucks is up to.
Has their brand name become so synonymous with overpriced coffee that they can remove all text and assume that users will always know that the green mermaid is dispensing hot water and ground up cocoa beans? Unlike McDonalds who also had a similar logo change where they dispensed with words and just kept the golden arches…which is a letter…the green mermaid is not necessarily an icon we easily associate with coffee. Shell gas also removed all text from their logo…then again their logo is a simple….yellow shell.
Removing the word coffee from the logo might be a sign that Starbucks is looking to expand their offerings. That makes sense. With the likes of McDonalds offering “premium coffee” as well as regular competitors such as Petes and Dunkin Donuts, Starbucks has felt the heat from the coffee machines. Over the past few years they have slowly started to expand their food offerings. Could the removal of the “coffee” from the logo be an indicator that they will move into more food offering or even other beverages such as premium alcohols? But removing the corporate name, that still does not make 100% sense to me nor others.
Has the logo become so iconic? Not sure. Few logos, other than sports teams, have that muscle. Target’s logo is just a simple red target, that works, but they are not really a global brand. Apple’s logo is a simple silver…apple. That has become a global icon, but the logo is the fruit that give the company its name! The reworking of a logo is a business occurrence, but sometimes forgetting to include the name is not a good strategic or marketing decision. Then again maybe the green mermaid has more cache than I give her credit for.