Why starbuck change logo

Drawing inspiration from the port of Seattle and wanting to incorporate the idea of a fresh start and new opportunities to grow and succeed, Heckler made some big changes to the logo.

The mermaid received a makeover. Her breasts were covered by her hair, she kept her crown, and she became more streamlined. Instead, they created a new wordmark — Starbucks Coffee, with two stars connecting the words. In , Starbucks went through its third logo design change. The logo zoomed in on the mermaid, creating a more intimate, close-up view. Her naval was no longer visible, and only some of her tail could be seen.

The font was also sharpened with a more professional and modern appearance. The result is a logo with a cleaner look and feel, with the siren having a bigger impact and focus. Celebrating its 40 th anniversary, the company decided to attempt a considerable rebranding effort. The result was a failure, and they received huge backlash from their customers. Their green branding and simple logo design had become so popular and familiar to the public, that their audience refused to accept anything other than the beloved green logo.

Realizing just how strong and successful their brand had become, Starbucks dropped many of the familiar design elements from its logo—giving it a very modern look and feel, with minimalism leading the charge. They said goodbye to the wordmark, stars, and outer ring. The logo now focused entirely on the siren, which they enlarged and gave a facelift. Her eyes, nose, and hair were redesigned to be more symmetrical, and they brought back the iconic green background color.

Starbucks explained that this latest approach allows the logo to appeal and connect with audiences worldwide. Having a unique and recognizable mascot helped them create a strong brand presence, not just in America but also in countries all around the world.

January 6, When you see a mermaid, do you think of coffee? Starbucks hopes so. The Seattle -based coffee corporation announced Wednesday that they were changing their logo, stripping off all text — both the name "Starbucks" and "coffee," their signature product — and enlarging their stylized mermaid. Oh, excuse me, not mermaid, siren , as the company consistently calls it. In the accompanying video, Mr. Schultz says, "It embraces and respects our heritage, and at the same time evolves us to a point where we feel it's more suitable for the future.

So why would Starbucks take the step? She's not a fan of the new image — which puts her in plentiful company, as public opinion as expressed in comments on Facebook and starbucks. But do you honestly think that if you have just the picture of the siren on your cup without the words Starbucks or Coffee that anyone seeing a cup around town somewhere will know where the heck it came from?

Plus it is just boring," writes ivorygirl4ever at starbucks. Starbucks has such fantastic brand power people worldwide will know who it belongs immediately " writes Narja Zarella Calvar on the Starbucks Facebook page. Change is obviously more difficult for some than others The mixed reactions don't surprise the coffee giant.

Starbucks' logo has gone through two previous shifts, most dramatically in , when Starbucks turned a brown woodcut into a green and black image. It dropped "tea" and "spices" from the text and changed the siren from a 16th-century Norse woodcut to a more stylized black-and-white graphic.

But why a mermaid? Er, siren? Since , the increasingly simple graphic has downplayed the split tail, turning the twin fins into a simple decoration surrounding the central crowned female. Exactly when and where will the new logo appear? The company didn't answer directly, saying only, "Customers will begin to see this evolution of our brand expression in Starbucks stores in March ," when Starbucks celebrates its 40th anniversary. As for the first logo, it is established when Starbucks first came into the market.

It is proved that when facing with new brands, people tend to choose the one they are familiar to Reutskaja el al Since the myth of siren is well known to consumers, the picture of siren is chosen.

Moreover, siren is part of culture which indicates that Starbucks is a brand with deep meaning. So customers will define the brand as of high quality and classy.

Starbucks wanted the similar effect. Then, the color brown is easy to understand, consumers can easily relate it with coffee.

The first logo was a little bit complex but could give entire information to customers that it is cultured and fabulous so it successfully attracted many customers and help Starbucks to survive in the markets.

Starbucks also used the logo change to tell the world that it was changing. Hence, when Starbucks changed its color from brown to green it wanted its customers to recognize that it had expanded its products to more types of food. Due to the theories of colors, Brown may not be an appropriate color for food since consumer may think brown is dirty and lousy while green can make customers feel clean and fresh. Then, Starbucks chose to simplify its logo which made siren a nearly bare woman.

They used the original siren logo on the Pike coffee. David In , Starbucks abandoned the external ring of it brand name, which turned out to be simpler. This action implied that Starbucks would extend to more other fields.

There is a very good introduction of the history of Starbucks logo. Company sometimes change its logo in order to adapt to potential and target customers. Through logo changing of Starbucks, I notice some other aspects also like that.