Home > Uncategorized > Brand minimalism
  1. January 6, 2011 at 12:22 pm

    This has been the topic of conversation in our office this morning. The general consensus is that the old mark was too cumbersome with too many elements to work effectively online.

    Although little has changed with the Siren the simplicity of the mermaid on her own is so much stronger and lends itself to greater number of Applications.

    The dropping of Coffee opens the question ‘what next’?

    In this case, less is more. The simplification presents a shift for the brand, away from brash corporate statements to more sensitive, flexible and open conversation.

    They still make rubbish porridge though!

    • davidllewelynjones
      January 6, 2011 at 12:29 pm

      Superb comment, thanks!

  2. Mars
    January 6, 2011 at 12:52 pm

    I would like to know whether initial research has proven that the mermaid is indeed the most recognisable part of the logo (as claimed by the design team) hence the desicion to have it stand alone. I would argue that the the actual brand name within the green circle is far stronger in creating association with the brand. I for one never even realised what it was. If it will be in any way successful in terms of their marketing objectives remains to be seen, personally I don’t like it.

  3. Alisha
    January 6, 2011 at 4:05 pm

    Here is what I think – wrote a blog post on it, titled “Why Starbucks’ new logo is smart but foreboding.” Here: http://bowsandivy.blogspot.com/2011/01/why-starbucks-new-logo-is-smart-but.html

    TL;DR version: They handled it much better than GAP did, the design is consistent with the brand and fits into their plans to expand the brand into more than just coffee…but is expansion really a smart move, and how exactly are they planning to expand? It’s a mystery and I think people will be watching this very closely.

    • davidllewelynjones
      January 6, 2011 at 4:14 pm

      Thanks for the comment, good article too; you flatter this blog by thinking that enough people bother reading it that you might get hits from us! That’s interesting that they have a subpage on their site dedicated to explaining the new logo, a little pre-emptive damage control.

  1. January 6, 2011 at 12:40 pm
  2. January 26, 2011 at 8:40 am
  3. April 10, 2011 at 7:22 pm

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