Why won't they just leave those logos alone!
Okay, Starbucks' decision to update its logo hasn't generated the hostility that Gap faced when it tinkered with its blue square, but it's still a big deal based solely on how powerful the coffee chain's brand is around the globe. The company that has been joined at the hip with coffee ever since its founding is taking the word out of its logo. In the words of Howard Schultz, chairman, president and chief executive of Starbucks, the company is looking to "go beyond coffee."
Mr. Schultz wrote on the Starbucks website, "Starbucks will continue to offer the highest-quality coffee, but we will offer other products as well -- and while the integrity, quality and consistency of these products must remain true to who we are, our new brand identity will give us the freedom and flexibility to explore innovations and new channels of distribution that will keep us in step with our current customers and build strong connections with new customers."
Not everyone, as to be expected, is happy with the logo change.
A post by "kindertj" under Mr. Schultz's piece took the opportunity of the logo change to add a complaint.
"I would like my black card back as well as the old logo. The new gold card is as unappealing as the new logo -- the so called 'loyal customer' benefits that are sent out in postcard form seldom make it to the mailbox," the poster wrote. "Don't bother complaining to Starbucks as they told me to take my complaint to the postal service. Give us lower prices instead of new logos and wasted postage."
Tony Spaeth, president of Tony Spaeth/Identity, told Ad Age that there shouldn't be too much to read into criticisms of the logo.
"It's easy for people to demean a logo change. Does that really reflect their genuine perception of Starbucks? I don't think so," Mr. Spaeth said.
Mr. Schultz promised more changes to come.
"You'll begin to see our evolution starting this Spring," he wrote. "And there will be much more to come, as we celebrate our 40th anniversary by honoring the millions of customers and thousands of partners who've made Starbucks such a welcoming presence around the world. We think you'll like what you see."
Discussion Questions: What do you think of how Starbucks has introduced its logo change? What do you think of the logo and the "beyond coffee" direction the company is going in?