For better or worse, the unveiling of Starbucks’ new corporate identity seems to have the digital realm abuzz. In this 1 minute 30 second video explanation, Starbucks CEO Howard Schultz, states that the logo’s evolution allows the Siren (what is a Siren) to come out of the circle and “gives us the freedom and flexibility to think beyond coffee.”
Our office seems to have mixed reviews, some LOVE it, others dislike it. Aldea, one of our designers, thought it gave more character to the siren itself, whereas before people may not have taken a lot of notice to what that thing actually was… Also noting that the company seems to be taking an iconic logo approach – possibly following suit to McDonald’s now using the “M” in most of its creative.
Whatever the outcome, this logo represents that Starbucks is preparing to branch out of “just coffee”. Rumours were afloat of plans to serve beer, meals and higher end food … To us, this identity is an overarching symbol of this progress and certainly justifies the outcome.
Evolved, but true to its roots: Starbucks began in Seattle, and chose the image of the siren to “capture the seafaring history of coffee and Seattle’s strong seaport roots”. While the logo has evolved, the continued use of the siren pays tribute to the company’s heritage.
It’s yet to be seen whether or not the identity is strategically successful for the corporation. Only time will tell, as it depends on the results of Starbucks moving beyond coffee and yet still being profitable in doing so.
What do you think about the new identity? Do you see a “GAP-like” backlash coming on from the general public? Share your thoughts via commentary.