What's in a logo and packaging? Everything. Pepsi learned that lesson the hard way when it redesigned the look of Tropicana. Consumers and the media immediately pounced on the change, pointing out the switch from the iconic carton design and logo made the brand look cheap. After all the bad press, Pepsi pulled the new look and reintroduced the old design.
So when Starbucks introduced its new logo this week omitting the words "Starbucks Coffee," leaving only the iconic siren, it was a ballsy move.
In a statement, Starbucks CEO Howard Schultz said, "We've given her a small but meaningful update to ensure that the
Starbucks brand continues to embrace our heritage in ways that are
true to our core values and that also ensure we remain relevant and
poised for future growth."
Our sister paper, Seattle Weekly, believes this is an attempt by the company to expand its brand to more non-coffee related goods and services. Whether that's true or not remains to be seen, but it wouldn't be too far fetched. Starbucks over the years has included more non-coffee options in its menu and has released music albums exclusively through its Hear Music label.
Still, much like Tropicana's redesign and the disastrous Gap redesign after it, Starbucks loyalist are crying foul asking the company to return to its familiar look. However, for the time being the company is steadfast on change.
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Need a little Starbucks refresher? Check out the company's logos throughout the years.