NOTE: This is an archived version of the first incarnation of Brand New. All posts have been closed to comments. Please visit underconsideration.com/brandnew for the latest version. If you would like to see this specific post, simply delete _v1 from the URL.
Note: The original logo shown above is the original. The new one has been tweaked a little, but I don’t have a clear image of it to show.
The big news of the day has, undeniably, been Starbucks. The free coffee for 30 minutes sure helped. But also, it’s been a news item in the making since the 1990s when Starbucks started its insurmountable growth that would eventually come to compromise and cripple its original modus operandi of small, personable and unique. Or, less ominously, the news has been brewing (sorry!) since January of this year, when Howard Schultz took the reigns back as CEO — after an eight year respite from running the coffee empire he set ablaze in 1987 when he bought Starbucks — in order to resuscitate the unimaginably flailing brand. And, today, surrounding the unveiling of a new coffee bean, the Pike Place Roast, Starbucks unleashed an unprecedented wave of brand nostalgia by deploying the original Starbucks logo on the masses, starting with a sad replica of the original store, in New York’s Bryant Park.
Starbucks cup replacing the typical cup. Photo swiped from the Wall Street Journal.
It is strange to see an old logo come back at these levels of production and visibility — unlike a professional sports team breaking out vintage uniforms for a few games, Starbucks must have invested too much money to even begin to guess and signals a commitment to making the change something more than an aesthetic whim. One of Schultz’s rallying cries has been to return Starbucks to its origins, but I doubt anyone expected this extreme. Stores around the country, starting with the original in front of Seattle’s Pike Place Market are already dressed in old logo regalia — you can see a 360-degree view of it (and more about the Pike Place Roast) here.
Samples of the 360-degree view of the Pike Place Market store in Seattle.
There is simply too much information available today on this topic to attempt to consolidate it here and, truth be told, it might all be better suited for a thorough article not written late at night. In fact, because others are pretty good at this reporting thing, I do encourage you to read this great article from Time magazine that tracks the imminent changes upon Schultz’s return to the company. And while you are at it, do catch up on the evolution of the Starbucks logo.
There is no telling how long the original logo will be around, but I doubt it will go away soon. It will be interesting to see what kind of effect it will have. Will it grow as much equity as the green logo? Will it wreak havoc and cause confusion? Will people fuss about nipples and open-tailed mermaids on their cups? Two experts (please note that I refrained from adding quotes around the word “experts”, I’m trying to inhibit my sarcasm) do think this is the wrong move:
Especially when the replacement is arguably less attractive. “They took a logo that was lively and made it dull,” says Alan Siegel, chairman and chief executive of Siegel+Gale, the big brand consultant that has done work for American Express, Dell and many others. “If they’re trying to communicate a message about going back to their roots, the cup doesn’t work.”
Brand consultant Al Ries of Ries & Ries puts it another way. “Brown is probably the worst possible color [for a logo],” he says. “The reason UPS has been successful with it is that no one else wants to touch the color.”
— Grande Logo Switch: Is Starbucks’ New Cup Grabby–or a Grind?
Yeah, sure, the cup is somewhat dopey, unflattering, and lacks the finesse the rest of the Starbucks paraphernalia enjoys, but it sure signals change. And as an avid, nay, sole drinker of Starbucks coffee I hope all this leads, simply, to an even better cup, cleaner bathrooms, free wi-fi and the continued sense of reassurance that I get of seeing that green logo no matter where in the U.S. I might be — and, heck, a little glimpse of mermaid nudity might just be thing to go with my cup of coffee.
Jump to Most Recent Comment
Mark’s comment is:
yuuuuuuuuuuuuuuuck.
This seems like a step backwards to me.
At first I thought it was a fat chubby man I was looking at in the original logo, then I realized it was supposed to be a woman???? ugh, ouch. (the *ahem* breasts look a bit odd spread that further apart)
Not a pretty mermaid thats for sure.
It's two dark and sketchy thats for sure. Hard to make out details.
I don't get a warm feel from it either. (thats what they're looking for right?)
On Apr.08.2008 at 11:05 PM
Prescott Perez-Fox’s comment is:
The big question now upon is are we going to see a wave of throwback logos from copycat brands? If the observed chatter is positive, I think many other consumer brands will follow suit and dust off their 'classic' logos, if only just for a little while.
However in this case, I think Starbucks need to keep their ancient logo in the vault where it belongs.
On Apr.08.2008 at 11:07 PM
Matthew Moore’s comment is:
I like the change. Nothing combats uber-mass market brand dilution like going back to the roots and reminding everyone why you're doing it all in the first place. I hope the nipples scare away teenager and middle-aged sorority alums.
On Apr.08.2008 at 11:11 PM
Dave Klonke’s comment is:
The new old logo actually is different from the original in the sense that the mermaid's hair has grown longer to cover her breasts. Of course, this could be a message that Starbucks' coffee will grow hair on your chest. Who knows.
On Apr.08.2008 at 11:57 PM
marko savic’s comment is:
This makes me sad. I love the new logo. The old one is just... old! I love starbucks, and I go out of my way to go to a location where I know all the staff (I used to date one of them) and I know they make the best coffee in town. I have to say, I've been watching this transformation and I've noticed the change in the taste of the coffee, simply because they're hounding the barista's to follow their standards. I still wish they would change back to the old espresso machines, the automated ones remove all talent from making coffee.
I find it a little funny though, Canada is getting all the American Starbuck's rejects, like the sandwich ovens, and starting today, donuts! I admit, the donuts are totally amazing and I'm going to have to start going to the gym more, but seriously, the apply fritter has like, a whole apple in it.
Another Canadian aside, I live in Kitchener-Waterloo, Ontario, which has the most Tim Horton's Per Capita in Canada (1 per 10,000 people), and seeing the Starbucks explosion here is amazing – they can't build them fast enough. Any coffee that needs two cream and two sugar to be palatable is not coffee (Tim's famous "double double.")
The logo is a good place to signal change, but I don't think in this case its the right signifier. I hope it stays a temporary (and American) thing. Its also seemingly strange to get rid of the green logo in an age of "greenwashing."
At least the coffee is still fabulous.
On Apr.09.2008 at 12:39 AM
Gabe Ruane’s comment is:
I thought it was a temporary throw-back nostalgia effort for sure. It's shocking that they'd ditch the green, but they're down to 1 color (brown) printing on X-billion paper cups a day instead of 2 colors (black and green), so they're saving serious cash on production expenses at the very least.
Shocking though. Whatever your take on the Empire, this is (was) visually one of the strongest contemporary brands on the US landscape. Why why why?
On Apr.09.2008 at 12:39 AM
lodenmuse’s comment is:
Gimmick gimmick gimmick.
I sniffed this was just to promote their "new" coffee, faster than you could say "Howard Schultz Transformation Agenda Communication #12" (If that memo title doesn't say AUTHENTICITY then I don't know what does).
This could have been a classy move if released as some "antiqued" collectible coffee tins around the holidays, but it's so disingenuous it just screams "Media Whore" to me.
Does anyone remember when Sears got on the evening news by closing all their stores early and reopening with "Everyday Low Prices," vowing not to have "sales"? How long did that last?
Wake up and smell the New Coke.
On Apr.09.2008 at 01:18 AM
Von Glitschka’s comment is:
dg3’s comment is:
I think the overall consensus is that people are slowly moving away from the higher-end coffeehouses like Starbucks and Coffee Bean.
I'm seeing a lot of people getting their coffee at Mickey D's now.
How embarrassing for SB that they recently lost a coffee taste test to McDonalds. That had to sting.
On Apr.09.2008 at 05:02 AM
Armin’s comment is:
> I thought it was a temporary throw-back nostalgia effort for sure.
Gabe, just to clarify, yes, it is just temporary.
On Apr.09.2008 at 05:42 AM
Debabrata Ghosh’s comment is:
Dipping through quicksand to reach an unknown future
On Apr.09.2008 at 05:45 AM
Rob’s comment is:
Considering that it's considered to be a temporary move, I think it's brilliant. In our now so much more design conscious society, it is generating much discussion, good and bad, about the brand. When the name of the game is keeping your name in front of the consumer, than this move should be considered a success.
And for me, a Starbuck's coffee is still my favorite way to start my day. No matter which logo is on the cup.
On Apr.09.2008 at 08:19 AM
felix sockwell’s comment is:
i think its a smart move, away from the slick corporate mark to a more likeable folksy one- which is where their base and origins are.
On Apr.09.2008 at 09:21 AM
Jack Yan’s comment is:
If it’s temporary, then I wonder why this is being heralded as the new logo except to grab some media attention. It seems wasteful to bring out the old just for an exercise, even if it does signify the return of Howard Schultz. Globally, the original logo is virtually unknown anyway—and this would look like a serious retrograde step that will confuse consumers. A permanent attempt at time travel into the past is not the province of brand strategy. Let’s hope a new logo that incorporates the idea of the returning favourite son, a better strategic direction, and moving the game into the late 2000s will be developed soon instead.
On Apr.09.2008 at 09:24 AM
Ty’s comment is:
Completely unrelated to Starbucks, has anyone seen this web site?
www.99designs.com
Basically, companies can list a creative brief and say how much they are going to pay for it. Then a herd of designers voluntarily (as in, they have no affiliation with the web site) design logos and the company picks their favorite and that designer gets the $200.
Crazy.
On Apr.09.2008 at 10:21 AM
Tristan ’s comment is:
I hate Starbucks.The end of tille cafés.
Plus the coffee is actually crappy.Try italian coffee, try french coffee, even try some londonian coffee ("Flat white", "Cafe Vergagno").
TTFN
On Apr.09.2008 at 10:39 AM
Daniel Genser’s comment is:
dg3: That's an interesting perspective - I've lived in and around Seattle most of my life and I assumed that the leeching of Starbucks' customers was mostly due to indie coffee shops offering more and stronger competition.
In Seattle, Starbucks is thought of as kind of a safe fall back for consistently average coffee. I don't even say that disparagingly. With the proliferation of delicious third (and fourth?) wave coffee shops, I assumed that's where Starbucks main competition was coming from. Guess I'm wrong!
On Apr.09.2008 at 10:40 AM
Michael Holdren’s comment is:
At least they didn't think about "moving forward" and being "innovative" give it the globe treatment.
Before this hoopla, I noticed yesterday (or the day before) when I saw someone with a coffee cup and a brown on white sleeve instead of a green on brown sleeve and wondered who it was-if not Starbucks. With the green at least I could usually make out the word "Starbucks" from a distance, but now I just see a brown circle with some white showing through. To be considerate, I'll give it some time to see if the new brown is more easily recognizable from a distance for me, as the green was.
I understand why Schultz is doing this: no doubt as a response to feedback that Starbucks lacks the personal touch. A throwback to the old days to show us all that Starbucks cares about it's customers? I think that he's doing this too big. The personal touch comes in small packages, not big shows.
Also, as a fan of retro and vintage, I also favor me some posh flavor. From time to time I enjoyed showing off that I belong to the Starbucks tribe. With this new (but temporary?) switch, I can't show off the green anymore. This new look isn't all that much different from Seattle's Best or It's a Grind or any other coffee shop trying to hop on the success of the Starbucks bandwagon.
Ultimately, somewhat of a disappointment.
Speaking of changed identifiers: Armin, I miss the chicklet favicon.
On Apr.09.2008 at 10:56 AM
Jeff Fisher LogoMotives’s comment is:
Hmmm... When I lived in Seattle back in the 80's the original logo was in use and the comment people were always making was "why does that weird looking lady have her legs up in the air?" I guess it's time to ask it again...
On Apr.09.2008 at 10:56 AM
Adam’s comment is:
mmm, this is just plain muddy. The image is completely unclear, not for lack of two tails being held. Thankfully they didnt go with a 'sexy' mermaid, but they could have tried to make it a tad more graceful. Not a fan whatsoever.
On Apr.09.2008 at 11:13 AM
Chad K’s comment is:
Sorry. I Love the throwback—great idea and risky although I do not feel anymore compelled to spend my entire lunch allowance to get it on my cup.
On Apr.09.2008 at 11:52 AM
drewdraws2’s comment is:
Daniel Genser: Being in an East Coast non-coffee centric town, I think dg3 definitely has a point, but I also think you do. In fact, I think Starbucks is getting hammered at both ends of the coffee spectrum. Some looking for cheaper coffee (McD) and some looking for better coffee (indie). I think gas prices will kill Starbucks before anything else does (Five lattes equals 5 gallons baby, and maybe that coffee pot in the office isn't so bad after all?).
Also, personally, unlike Armin, I loathe the ubiquity of the place and the perception that it's great coffee. I find it mediocre at best, silly expensive, and the faux neighborhood decor a total turnoff.
If going back to its roots fixes that then I'm all for the new/old logo.
On Apr.09.2008 at 12:22 PM
darthmoridin’s comment is:
The throwback makes no sense to me--from a distance the brown logo on the cup looks like it's from Coffee Bean & Tea Leaf. Surely someone at SB keeps up on the competition? Confusion isn't good marketing.
On Apr.09.2008 at 12:50 PM
Myles’s comment is:
I think the throw back logo is a pretty lame move and will be seen as quick fix gimickry. Most consumer probably won't realize the old/new logo is really an old/new logo and will think its a weird new logo and be like WTF is this ugly mermaid doing on my coffee cup?
I think getting back to their roots and providing the service and product that made them successful doesn't require a brown contortionist mermaid. Why ruin all that equity Starbucks has build up in their brand recognition?
On Apr.09.2008 at 01:13 PM
jenimattson’s comment is:
Surely there could have been some middle ground (somewhere between the slick corporate logo and lopsided breasts). I mean really, the lady is pretty ugly. On the upside, every time I have coffee from starbucks I will appreciate my breasts more. :)
On Apr.09.2008 at 02:05 PM
Glenn ’s comment is:
Bad decision.
Instead of changing the logo and the expense that it entails (no pun intended), why not change the way the customer experiences the brand?
Digging up an old logo will not change the brand experience (other than customers wondering if this is some kind of joke).
Howie, what were you thinking?
On Apr.09.2008 at 02:14 PM
Darrel’s comment is:
boobs. how can that be bad?
On Apr.09.2008 at 02:17 PM
Armin’s comment is:
Again, so that it's all clear: Starbucks is not changing its logo. And along with this new roast and promotional use of the original logo, Starbucks is doing a lot of things to improve the experience, including a new non-automatic espresso machine that forces employees to pay attention and it's also lower so that they are not blocked by the huge robocop machines; there will be free refills on regular coffee if you have a starbucks card; and I can't remember what else, but in general, this is only part of a bigger wave of improvements.
On Apr.09.2008 at 02:47 PM
Prescott Perez-Fox’s comment is:
@dg3, people don't go to Starbucks for the coffee [alone], they go for the experience, they go for the comfy chairs and good music and staff that gives a f*ck. You can't find that at McDonald's.
But yes, McDonald's does shake up the coffee landscape because of the sheer numbers of locations and bargain-basement prices. Starbucks is a big animal, which makes it a big target for snipers.
@Armin, they've also added the $1 short cup, closed during work hours for re-training, offering wi-fi, and accepting foreign currency. In short, they're making moves.
I blogged about it a few weeks ago, if anyone's interested:
http://www.perezfox.com/2008/02/27/starbucks-closes-temporarily/
On Apr.09.2008 at 03:03 PM
marko savic’s comment is:
people don't go to Starbucks for the coffee [alone], they go for the experience, they go for the comfy chairs and good music and staff that gives a f*ck. You can't find that at McDonald's.
Have you been to any recently built (last year or so) McDonalds? They are "zoned" for various customers – walk-ins, short time, medium time and lounge. They have comfy chairs and fireplaces. There's a new McDonald's being built across from a Starbucks here that is covered in grey stone, huge arched windows, and no yellow or red in sight.
The problem being addressed here is the dilution of the Starbuck's experience, which isn't only faulted by Starbucks commodifying the brand (how ridiculous a notion is that?) but by competitors – big and small – raising the bar. They're not the only game in town anymore. I actually read an article somewhere, though I can hardly remember where, that Starbucks is actually good for indie coffee shops because it creates a new market/awareness/appreciation for coffee – a place to go to when the Starbucks lines are too long or you feel like a change.
On Apr.09.2008 at 05:33 PM
T-Bone’s comment is:
bah, when is this retro thing going to end? There's a time and place for nostalgia, but every company that's been around longer than 10 years feels the need to re-release things. especially with shoes, man that's gettin old. live in the now!!
Also, come to Wellington, New Zealand and drink proper coffee.
On Apr.09.2008 at 05:34 PM
Michael Bierut’s comment is:
I'm one of those suckers who love Starbucks, and appreciate the commitment to historical accuracy, but, wow...I didn't remember the past having so much tightly spaced Futura.
On Apr.09.2008 at 05:46 PM
Kevin O'Neill’s comment is:
I am afraid I do remember the Futura everywhere days. Badly spaced Futura. Im a Peets Coffee fan, and think that Starbucks is an interesting study in brand saturation. They don't sell coffee. They sell a break from monotony. Unfortunately they have just created more monotony. Maybe they will realize this and do something interesting. Meanwhile, I think the flirting mermaid says it all.
On Apr.09.2008 at 06:26 PM
hmmmmmm’s comment is:
Boobies!
fred autechaud’s comment is:
I also bet that 98% of the customers will not get it. A customized logo "a la Google" might have been way more efficient.
I also bet on the "nostalgia logo" wave with some rainbow in Apples soon.
On Apr.09.2008 at 09:28 PM
lodenmuse’s comment is:
Marko is right--Starbucks is a victim of its own past success--if you haven't noticed these days, if you want "comfy chairs and good music and staff that gives a f*ck," you now go to McDonald's. As a generalization, Starbucks now are crowded, and dirty, with generic service. The McDonald's near me actually does have big "leather" chairs in conversation groups, and a sunken room with fireplace. What a reversal of fortune. McDonald's has been listening and learning. Starbucks has just been selling coffee.
On Apr.09.2008 at 10:29 PM
Mr Posen’s comment is:
Does McDonald's employ junkies and homeless people as door openers?
Not sure if that extra service is on brand.
On Apr.09.2008 at 11:48 PM
marko savic’s comment is:
I am afraid I do remember the Futura everywhere days. Badly spaced Futura.
Toronto Transit Commission (read: the subway) is undergoing a station renovation project for all 66 stations (it sounds like many, but its two lines) – going from bathroom stall tiling with Futura to really cool contextually appropriate station designs. and people are actually kicking up a stink about it because of the typography. Some things were good ideas at the time, but Futura bathroom tiles and Starbucks logos should stay in the past.
On Apr.10.2008 at 05:22 AM
LadyN’s comment is:
Too bad they're getting rid of the green. It was very much identifiable even from afar in a person's hand. Which is great advertising.
Now I don't really read "Starbucks" anymore either. It's camouflages with "fresh roasted coffee"...
...and the boobies. :-/ *shakes head* Men.
On Apr.10.2008 at 10:53 AM
Darrel’s comment is:
"they go for the comfy chairs and good music and staff that gives a f*ck. You can't find that at McDonald's."
On Apr.10.2008 at 11:09 AM
Gregory Raiz’s comment is:
Unlike many other people I think this is a smart move. They are trying to be the classic traditional standard. This cements them as the old guard leader. This is like "Coke Classic" it presents the old world charm and takes people back to how it used to be.
We'll see how long it lasts I think of this as a good nod to the past.
On Apr.10.2008 at 11:39 AM
Hibryd’s comment is:
I'd look at the boobies, but I can't take my eyes off the tail... things. Seriously, what is she doing? How would a two-tailed mermaid swim? Why is she pulling her tails apart like that? Is she's going to do something dirty? Is there a Slurm-like secret to Starbucks?
On Apr.10.2008 at 01:02 PM
adam’s comment is:
nice slurm reference!
On Apr.10.2008 at 01:19 PM
J’s comment is:
Explains where the two-tailed mermaid emblem comes from.
On Apr.10.2008 at 02:40 PM
mauro’s comment is:
I think is very old the "new" logo, i dont understand why they do that.
On Apr.10.2008 at 03:49 PM
Mr Posen’s comment is:
Melusina
Nick’s comment is:
I think it's an appropriate gesture considering their most recent recognition of benefits of returning to their roots and giving the reins back to Mr. Schultz. Read the article in Times.
A bold move. I like it.
On Apr.10.2008 at 04:39 PM
Justin’s comment is:
On a positive note, it's temporary, it's not festooned with shiny gradients, and it's temporary.
On Apr.10.2008 at 04:46 PM
c-lo’s comment is:
I like it. Sometimes It's a tough call between uber clean illustrator art and that great french art that came from the turn of the century, and I mean the one before the last one. 19-20th century. I would like to see some color in their signs, and leave the black and white logo for the cups and throwaway things
On Apr.10.2008 at 04:55 PM
c-lo’s comment is:
P.S. Can they really get away with using the topless mermaid? I just noticed that.
On Apr.10.2008 at 04:56 PM
Anonymous’s comment is:
Hmmm... this whole thing confuses and annoys me. I like good permanent things, not crappy temporary ones.
But as Justin pointed out, if you have to have something crappy, then temporary is the best way to take it.
Assuming of course that brand recognition and visual equity can be neatly placed to one side for a minute or two.
On Apr.11.2008 at 04:21 AM
Damion Van Slyke’s comment is:
I think there is a very defensive approach going on here. For me it is not so much the logo as it is the copy that is on the cups. Suggesting that they made and still make the best cup of coffee. The fact that they have to say this really tells the story. If you have to remind your customer that your product is the best, then perhaps there has been a time when it wasn't. Or to the point someone else made, because you have been beaten by McDonald's in a taste test. Which means according to the customer you no longer make the best cup of coffee, a clown with large red shoes does.
On Apr.11.2008 at 09:07 AM
Andi’s comment is:
Just a quick comment from a Starbucks barista...the new cups have the brown wrap around them with the little white boxes to write the drink symbols in. If you have big handwriting, or are writing in a rush (like...always) it's hard to read what the letters actually say when the black marker runs over the brown background.
I don't mind the new...old...whatever logo, but it seems like a big waste of time and energy. I think that energy should be put into training the baristas at the "fake stores" (in Targets, B&N, etc) or just succeeding from them entirely.
Jw’s comment is:
I grabbed a Starbucks coffee for the first time in a while and was surprised by this change. I think it would be a mistake to leave the green logo behind, but I will say that I am VERY glad that the new cup doesn't have those ridiculous "The Way I See It" quotes on it. I like to drink my coffee without becoming enraged by the stupidity that was found in those quotes.
On Apr.12.2008 at 12:49 PM
Mark’s comment is:
The big question now upon is are we going to see a wave of throwback logos from copycat brands? If the observed chatter is positive, I think many other consumer brands will follow suit and dust off their 'classic' logos, if only just for a little while.
I certainly hope so specifically it would be certainly a treat if IGA
and Stop & Shop
http://bp2.blogger.com/_Ei2Ik5quiI0/R6Y_uXRxinI/AAAAAAAAAoQ/VYCdPwsF__c/s1600-h/bradlees-stop%26shop+67.jpg
maybe even Shell
a href="http://www.flickr.com" target="_blank">http://farm1.static.flickr.com/99/290263017_2ea53fb6f8.jpg
definately A&P
http://www.groceteria.com/ap/gallery/pages/Image34.html
certainly Shoprite
http://www.shoprite.com/images/ShopRiteYesterdayMain01.gif
and Pepsi
etc.
would show off their old logos around big milestones (such as anniversaries)
On Apr.12.2008 at 08:41 PM
Justen’s comment is:
It looks like two hairy legs with the feet cut off.
On Apr.13.2008 at 06:00 PM
Ricky Irvine’s comment is:
It's weird how many people don't like, or are offended by, this new-old logo. I think it's kind of awesome, actually. The green corporate logo we're all used to has rather served as a repellent for me. I'm a nostalgic person, though, so my opinion will often sway this direction. Paul Rand's UPS logo anyone?
On Apr.14.2008 at 11:11 AM
vics’s comment is:
actually, the modified "new-old" logo has the siren's hair covering her nipples (apologies if this was already mentioned, i did a cursory search of the word "nipples" and didn't see anything!). i think it's just one of those retro-throwback ploys to get the sentimental/hipster crowd into it, and perhaps throwing off the chains of the very streamlined/uber-polished branding that most corporations have these days. an attempt to look a little more grassroots again, most likely.
without the nipples though i'm unconvinced!
On Apr.15.2008 at 12:29 PM
Henry E. Villarreal Jr.’s comment is:
I was wondering why Starbucks was so successful and I decided to look in the dictionary for the word "siren"-a woman who sings with bewitching sweetness-a temptingly beautiful woman;esp: one who is insidiously seductive: TEMPTRESS- Their is a spiritual realm in this world that most people are not aware of - the bible has the answer to everything you want to know.
On Apr.15.2008 at 03:49 PM
kasey’s comment is:
Orville Redenbacher popcorn has been using its old commercials and branding for TV promotion for the past year or two, and I've always liked the nostalgia of it. But they did leave the actual popcorn packaging the same, which I think was a smart move. A small touch of the old seems better than moving backward. Maybe a reinterpretation of the original Starbucks logo would have been the way to go.
@Henry E. Villarreal Jr.: Pack up your bible and move on. Obviously they are tying together the temptress and the temptation and indulgence of gourmet coffee.
On Apr.16.2008 at 10:45 AM
CamCanda’s comment is:
I'm no lover of Starbucks, but I do buy the coffee misto. How is it that no one, in all of the development-hours that went into this design, thought that maybe those who didn't enjoy a starbucks might take this as a mermaid spreading her legs (i.e. tails) to let a fart go into my cup...
mmmmm...
I'm lovin' it.
Thumbs down, Fourbucks!
On Apr.17.2008 at 10:40 AM
VSLane’s comment is:
Pike's Place Blend is just AWFUL!
And it is the SAME PRICE as the special brews.
twice this week my local Starbucks was only brewing Pike's Place and NO other blends. I like the special coffees. Bring me back my Verona, Sumatra, Komodo Dragon . . . come on!
Starbucks shouldn't even try to compete with the likes of McDonalds unless they are going to LOWER their prices for this crap they call Pike's Place. Blech!
Pardong my heated "Venti"ng - lol
On Apr.18.2008 at 09:14 AM
William Sanabria’s comment is:
There was a reason for the original logo to be changed to the new one. Is Mc Donald's going back to the original logo? The green logo is catchier and hip. There is a "truck load" of Starbucks employees that don't even know their coffees. Customer service have been mediocre in many stores. From not using the shot glasses to measure the espresso to not meassuring the temperature of the milk. I was served warm milk with vanilla at one of them in Orlando instead of a Caramel Macchiato. So there is a lot of work to get Starbucks back to speed and it has nothing to do with changing the logo.
On Apr.19.2008 at 11:22 AM
natalia s.’s comment is:
Why did you have to change the logo? It doesn't look cool!!!! I hate it. (This is a 7 year old girl)
On Apr.19.2008 at 11:30 AM
Hyacinth’s comment is:
I'm a sucker for obscure mythological creatures and anything that looks like it's made in the 19th century, so I like this change.
On Apr.24.2008 at 07:44 PM
Paula Thornton’s comment is:
I'm looking to see the testing they did to validate that the exposure of mammaries will not impact their family-oriented business.
On Apr.25.2008 at 09:49 AM
Eury’s comment is:
The reason Starbucks is doing this is to help their public image after bad publicity- bad publicity for Union busting and being forced by the National Labor Relations Board to re-hire workers who had been fired for unionizing and asserting their rights. Not to mention having a lower percentage of insured employees than Wal Mart.
Starbucks is trying to make themselves look "mom & pop" again, their logo has become a symbol for hypocrasy and destructive capitalism under the guise of "compassionate" capitalism.
On Apr.25.2008 at 01:05 PM
Air’s comment is:
Did Starbucks consider children and how parents would be more apt to take their business elsewhere because of this graphic cup? "Mommy what are those points on the Mermaid's (or monster as it looks) chest?" Sorry but this is ridiculous when you have to worry about what is on the outside of your cup and what it might portray about you. The new logo is better. The old one needs to die again.
On Apr.29.2008 at 08:51 PM
BAS’s comment is:
I hate the new "coffee solution" as they call it at my local starbucks store. i will no longer be buying coffee from starbucks. Id rather drink coffee from 7/11.
On May.05.2008 at 01:41 AM
JW’s comment is:
I worked at Starbucks for several years (back when they had the old espresso machines), and the only thing I will drink there since I stopped making my own drinks is the regular coffee. I remember a huge book of cleanliness and quality rules which was mostly ignored and apparently continues to be ignored. How many of you have you gotten a lukewarm latte with crusty soap-bubble foam? Or burnt milk. It's a really tough job if you do it right, and everyone skimps somewhere. I was the equipment maintenance specialist and I only cleaned the ice machines twice in a year. And I had to push the manager to make that happen. My favorite ignored rule is rinsing the "milk towels", the ones used to wipe the steam wand, in a bath of bleach and ice water. I almost fell over when I read that, no-one had ever mentioned it before. Starbucks is a great example of how humans survived before modern sanitation and why you don't need disinfecting wipes to keep your kids safe. What you don't know doesn't seem to be hurting you. In fairness though, the local mom 'n pop store which employs gum-smacking high school rebels is even grosser, and the foam is always soapy-crusty.
On May.06.2008 at 02:59 PM
DeWana’s comment is:
This logo is CRAP! I don't want some saggy breast creature on my coffee. Retro my big toe! How 'bout making the price retro. Definitely, done in poor taste!
On May.17.2008 at 02:33 PM
Mermaid - Mochas’s comment is:
Hmm - from a branding perspective, the new logo is a bit detailed, to the point you have to squint to work out what is what - which is confusing from this coffee giant!
I can't see new Ally McBeal holding one of those cups, or any of the medics in Greys! Looks more like something you would find in the Jamaica Inn (Cornwall!)
On May.20.2008 at 07:14 AM
designabiffita’s comment is:
I believe the message of this retro-logo/ancestor worship is not meant for the consumer, but for an internal audience. The logo on the cup will not make a difference in sales at all, especially for this mature brand that doesn't need the cup for any more recognition or equity building. I suspect that the operational folks and the employees have been hearing a steady drumbeat of "back to basics" from the top down. The logo is s symbol, and reminder to the employees that there is a founding spirit to Starbucks that they need to uphold. The cup is where the employees touch the Brand. It reinforces an internal message. The upside of galvanizing this internal initiative with a dramatic symbol of "seriousness" outweighs any potential downside of an "ugly" logo.
On May.20.2008 at 01:04 PM
Ben Weeks’s comment is:
As a side note to this. Has anyone noticed the new Tazo tea packaging? Seems like a downgrade in quality to save on some production costs.
On May.20.2008 at 01:36 PM
Anonymous’s comment is:
I love this new logo. Its much classier than the green one and it really shows how dedicated people are to their coffee. I hope they keep this new design.
On May.21.2008 at 10:19 AM
Mace’s comment is:
HAVE YOU NOTICED SOMETHING?????????
If you turn the black logo you can see a beast, like the devil used to be represented years ago.
On May.21.2008 at 01:36 PM
Jim’s comment is:
As a graphic Designer for 20+ years, I like the older design. It is simplier and cleaner vs. the newer uglier logo
Morgan Smail’s comment is:
Starbucks would do well to permanently convert (or revert) their entire brand back over to the nostalgic image. The market has changed.
Quit tip-toeing Schultz. Be bold and go all the way. No one likes a weak and watered down brand anymore than a weak and watered down cup of coffee.
On Jun.03.2008 at 02:01 AM
Morgan Smail’s comment is:
in other words...
The green/modernized brand image had a fabulous run but it's now a sinking ship. Time to jump aboard the row boat and catch the big new wave. It's INEVITABLE.
On Jun.03.2008 at 02:09 AM
Hala’s comment is:
i dont like it at all ...so depressing
i think they have to consider our reaction to this change:(
Razan’s comment is:
i dont think it looks good .....
it looks like an old sad mermaid grandma that stuck with seaweed thats what i think!! they should take our opinion
Now whos with me :)
Razan’s comment is:
i dont think it looks good .....
it looks like an old sad mermaid grandma that stuck with seaweed thats what i think!! they should take our opinion
Now whos with me :)
Armitage Shanks’s comment is:
Actually, from 87-92, Starbucks original green logo showed more of the mermaid, including a dot for her navel.
Too many jokes and complaints about it really being her clitoris prompted a subtle logo change.
http://brandautopsy.typepad.com/brandautopsy/2005/06/the_evolution_o.html
On Jun.24.2008 at 07:07 PM
nick_celttr’s comment is:
http://www.message_trocmonze.com/
On Dec.29.2008 at 03:50 PM
tareq’s comment is:
it is the best coffee in the world. i really like it. where i am going any where i get it and i dont like to get another coffee.and about the new logo it is very nice. gb
On Mar.09.2009 at 05:12 PM
Casi Cielo’s comment is:
The original brown twin-tailed Siren logo wasn't ever announced as permanently replacing the standard logo, although it's still used at Pike Place and if you're willing to give up your coffee because of the printing on your cup... well, one less person in front of us in line. Speaking of lines... sooo much lamenting the bygone days of the "old" espresso machines! Yes, much of the skill is removed from the pulling of the shots by the newer machines, but those same newer machines allow you to get through that drive through in time for work even though you've just ordered a quad venti half pump mocha three pump sugar-free hazelnut breve no foam 180 degree two and a half (yes its true) Splenda stirred with whip latte (not anywhere near as clearly stated as that of course) that requires your barista to shift gears from the two "standard" milks (2% and nonfat) to steam half and half, aerate it so it doesn't taste like dense crap but still keep the foam to a minimum despite something as viscous as half and half's tendency to FOAM WHEN HEATED! in order to avoid having to start over and remake it should you find even a single foamy bubble at the top of your latte, override the automatic temp shutoff to get the milk to a temperature that's forty degrees higher than the standard and will actually blister the skin should he/she run into an errant splash, pull two sets of shots (which current standard dictates are NOT to be pulled into the shot glasses because that compromises the freshness and taste of the espresso) at a standard of fifteen to nineteen seconds each, ascertain how much half a Splenda is, remember to stir because you are at the window watching like a hawk to ensure it is despite it being unnecessary if the drink is built correctly, all the while paying attention to the mile-long line of other orders coming in over a headset, running for the coffee cake and bottle of water you decided on as you pulled to the window, and "just saying yes" to helping the guy leaning around the side of the counter asking for "just like, half a cup" more brewed coffee in his quarter-full ugly-logo cup to avoid paying $.54 for a refill.
So, indeed, there are baristas whose poor training or crappy personal work ethic will result in oversteamed or leftover milk being used to make your drink, or forgotten shots (see "I only got steamed milk with vanilla" in a previous post) in a drink that requires them to be poured over the top. When it does, you should absolutely take a minute to bring it to a supervisor's attention in a manner consistent with the fact that you're talking about coffee and not neurosurgery so that the situation may be addressed.
And yeah, Pike Place Roast sucks. It's acidic and bland and just not at all nice to drink if you really like coffee. But for the masses who order their coffee with enough cream to ice a cake and ten or so raw sugars or splendas, what does it matter? It's a consistent, run of the mill blend that doesn't overpower their sweeteners and cream with bold flavors like a spicy Asian-Pacific or a deep rich multi-region like Verona or Gold Coast. And at the same time, it does bring the "roots" of the company into each store... and it's still blended from really good beans... just not in a tasty way!
Sorry for the long-windedness... I stumbled on this page and couldn't help myself. I promise never to do so again, but hope you'll think more about what's in your cup than on it for awhile.
On Mar.19.2009 at 02:32 PM
Comments in Brand New, V1.0 have been closed.
