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Brand minimalism
When is less, more? Some brands could arguably benefit greatly from a scaled-down facelift, removing all but the most basic artwork from the brand or the packaging. But change can be dangerous, and unwelcome. Certainly retailer Gap had to return to consumer cap-in-hand when they attempted to fiddle with their logo. And now Starbucks, the ever-present coffee store, has also decided to alter their logo, removing the words “Starbucks Coffee” from it for one thing. What do you think?
Categories: Uncategorized
BBC News, Branding, Brands, Coffee, Debranding, Gap, Logo, Minimalism, Packaging, Rebranding, Starbucks, The Gap logo re-design
davidllewelynjones
jordiconnor
zeitgeist and stuff 
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!
Superb comment, thanks!
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.
I think, to your point, it would be interesting to know whether any actual consumer research was commissioned before they made this move.
Yep, they actually took the time to test it:
“Steve Barrett, the Starbucks global creative vice-president, told Marketing the new look had tested well with loyal consumers”
http://www.marketingmagazine.co.uk/News/MostDiscussed/1047988/Starbucks-drops-coffee-logo-eyes-brand-extensions/
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.
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.