Whatchu know about Starbucks creating a new logo, Willis? Well it’s true!

According to Howard Schultz, Starbucks chairman, president and chief executive officer, the new logo does 2 key things:
1) “Embraces and respects our heritage”
2) “Evolves us to a point where we feel it’s more suitable for the future”

From a marketing standpoint, it’s impressive to see Starbucks remove text from their logo in favor of an enlarged graphic (siren), which exudes an Apple-esque, web 2.0 feel when placed on a white cup. This shows that the brand has evolved to a point where slapping big letters on a cup is no longer necessary. The transition takes a lot of courage and, when you really think about it, demonstrates a leadership position in itself. It says: We make the best coffee and that’s why you’re our customer, not because we advertise our company name on a cup and hope it leads to increased exposure/sales.

All in all, I’m impressed with the logo revision and I feel Starbucks made a very smart move. Mucho kudos to my java buddies!

PS: Check out the below video from the masters themselves.

Aaron Schoenberger
@TheSchoenberger
The Brainchild Group

Aaron Schoenberger is Founder of The Brainchild Group — an innovative online advertising agency that specializes in Social Media Marketing and Search Engine Optimization (SEO). He’s known for his work with celebrity clients, top restaurants, automotive manufacturers, professional athletes and Fortune 500 companies.