Starbucks New Logo: Its About Time

I think the Logo change may mean that the are branching out into new Business areas!

I really dont care! I dont drink ur coffee.I do not like it! it tastes burnt! If i made that at home .. id chuck it and start again sorry!

Mhhh… I am not sure.
You know, if I see a “Shake” in a poster, I immediately think the main ingredient there is not Milk, but Lard. That’s why it is not called Milkshake.

And the KFC thing. Ya’ll know the rumor is that they don’t actually use chicken, but something else. That’s why they don’t spell Chicken anymore.

So I’m automatically lead to believe now that they won’t be selling exactly coffee… but some lab bioengineered substances that taste like coffee. (I know this cannot be true, but that was my first train of thought).

Thanks! I think its a smart move to hit the Asian market. Although it doesn’t make much difference in Malaysia.

Companies are always thinking ahead, but I do agree though when I think about Starbucks I think about their coffee, however saying that my friends who aren’t coffee drinkers goes to Starbucks for their cakes and teas.

I’m pretty sure they have more stuff coming up for their 40th anniversary

Lookie lookie who we have here
Thanks for dropping by. I do have a new theme coming up btw.

I do agree, would prefer the keep the starbucks there oh well! buy me a cup of coffee?

Good article, Aaron. Like you, I disliked the logo at first. Having thought about it a bit, well, I don’t dislike it. One potential problem: Recognition. How many people do you suppose never even saw the picture inside the logo? Seems silly to say, right? But I’d bet the number is higher than you think. Everyone sees “Starbucks” & “Coffee”, and something inside.. a woman, a mermaid, something, but then turn away and don’t bother with the details of the actual picture.

I’m not sure I buy the argument of appealing to non-English markets. Here in Japan, even tho few speak English, everyone can recognize and knows simple words like “coffee”. Also, English–any English–is considered the height of cool and so a lot of logos throw random English on just to be hip. Now I know Japan may be unique, so this view might not hold for other non-English markets. Just throwing it out there.

Good day!

Thanks for the comment, I do agree with the recognition part. Just like Mercedes, Pepsi and Nike. How did people know that they are those brands? They advertise, showed you the logo, showed you what their brand is about and they put it in your head.

If Starbucks were to advertise and showed me a mermaid, I will most probably remember it. How often do I get to see a mermaid as a logo LoL!

Are you in Japan Dave? I learned Japanese for one and a half years from a Japanese lecturer, he always said that Japanese (maybe his generation) will not support overseas brands or products that has english words in them. Not sure how true is that.

However I think the younger generation will be different they are more open from what I notice.

Agreed! Haha! we don’t have turkey bacon sandwich here. I’ll fly there one day to taste it yum!

You cant quite see it but the original starbucks logo (the brown one) had the ta tas prominently displayed. I say go back to that

Anyways, on a more serious note, I think the globalization of the logo is off mark. There are more people in Asia (China and Japan mainly) studying English than there are current English speakers.

India has surpassed all other countries with the largest number of English speakers in the world. Blows the mind, doesnt it?

Europe speaks English quite fluently as well.

South America doesnt…which is a shame and probably a topic for another time…

The other 2 points are on the money I think. Very astute observation Aaron

P.S. Love the new design…very clean

Griddy is awesome isnt she? Love her.

I can’t really say much about their consistency in Malaysia. I am actually quite disappointed with their coffee in Malaysia for the lack of consistency. Maybe its due to the inexperience baristas. Sometime they make really good coffee, and sometimes its too sweet. To cope this, now they premade their coffee base. So they just pour to order.

I am pretty sure it taste better in the United States though. Love to taste the coffee everywhere.

I agree that its receiving negative comments. People don’t like change. They like to feel secure. Guess that is the problem. No matter what starbucks will always be starbucks

Yep, in Japan

Maybe that is the older attitude? Hmm.. I know it used to be that no foreign product stood a chance in Japan, so many didn’t even try. But Apple kind of broke that wide open, as their iPod and iPhone did about as well in the market here as in the States. Nowadays a great many of the Japanese logos I see have English in them. Some companies (like Uniqlo) are even going so far as making english their official language (despite not yet having many stores overseas), requiring all employees learn it by a certain date or lose their jobs. It’s a very interesting time.

I do agree with your point about advertising. If they really push this new logo with a strong ad campaign, people might adapt relatively quickly. But I still don’t know. Even in countries that don’t know English, I think at least roman letters are known, so I see no reason to remove “Starbucks” from the logo. It’s a bold change — but is it really a necessary one?

Or perhaps I would have opted to at least keep a thick black border around the logo so it retained the same look at a glance.

The key factor in this is Starbucks understanding of the changing social and economic dynamics. Years ago Starbucks recognised that it wasn’t in the coffee business serving people… but rather it was in the people business serving coffee. As we enter ‘The Experience Economy’ Starbucks’ brand development allows it to leverage the ‘Experiential Essence’ of its brand into non-coffee markets.
With customer experience globally being generally quite lacking, this presents huge opportunities for the ‘Starbucks Experience’. So who knows. Maybe ‘Starbucks Bank’… ‘Starbucks Motors’… ‘Starbucks Hotels’…