Starbucks evolves its logo and its journey with its core customers
Starbucks has presented its new logo this month which will be phased in later this year. The modified logo is meant to display the company’s move into other products and services in addition to its core coffee offering.
The logo is an updated look of its mermaid symbol. Missing is its traditional tri-color scheme, border, and most prominent to the eye, the words: Starbucks Coffee.
Gap faced a deluge of protests when it tried to change its brand logo last autumn. Yet, Pepsi seems to be able to evolve its logo continuously throughout the years as its seeks to remain modern and relevant; to little or no fanfare or notice nor uproars from its community.
As Starbucks seeks to extend its offerings, a few general questions arise that any company should ponder as its changes an embraced community symbol:
- How does the updated logo reflect its consumers? its business vision? its business promise? its relationship to its consumers?
- How can you take your customers on the business journey with you so as not to alienate them from their core “love” or “embracement” of your brand?
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