Another High Street Rebrand

Cache · Wed 05 Jan, 2011 18.50

Starbucks has revealed it's new logo to coincide with its 40th anniversary in March.
I like it; I know they've brought back the original brown logo for some of their concept stores, bit I do prefer this new version. Shows how iconic Starbucks has become really.

Cache · Wed 05 Jan, 2011 22.13

They've released another photo, plus some more info here.
Ah, I think it's nice. Simple. It looks classier and less American, which is perhaps a good thing as they expand across the globe. Apparently it's also to distance themselves from the idea that Starbucks is just coffee.

Best comment I've seen so far? "At this rate, by the year 2084, it'll just be an extreme close-up of her nostrils."

Pete · Wed 05 Jan, 2011 23.34

If someone could explain to me the logic of them getting rid of mugs I'd be grateful.

cdd · Thu 06 Jan, 2011 06.59

Too many people pinching them?

....or maybe it's just me.

lukey · Thu 06 Jan, 2011 07.48

While I don't mind the aesthetics of it, and I appreciate the logic for ditching 'Coffee' from the name, I wonder if they've under-appreciated how important the bold typography was to making Starbucks instantly recognisable. I suspect if you asked a lot of people to doodle the Starbucks logo sight unseen (ie. not geeks like us), the siren itself might be lost in the overall shape, colour, and type. Or, at the very least, I can imagine that outside the States it's less iconic, which is a bit odd if this is meant to make it easier to take over the world.
All speculation on my part of course...

Pete · Thu 06 Jan, 2011 08.51

cdd wrote:Too many people pinching them?

....or maybe it's just me.

him who used to work there says they ignored all but absurd levels of mug theft as it acted as advertising.

martindtanderson · Thu 06 Jan, 2011 09.45

I would imagine the bold typeface will feature on store signage, menus and other promotional media, however for cups and other uses, the symbol will exist on its own, and I think its a strong enough image to carry its own.

WillPS · Thu 06 Jan, 2011 11.45

They're getting rid of mugs?!

Gavin Scott · Thu 06 Jan, 2011 12.17

WillPS wrote:They're getting rid of mugs?!

They'd better not. Mugs that pay £2.95 for a cup of coffee is all that keeps them in business.

Pete · Thu 06 Jan, 2011 12.27

WillPS wrote:They're getting rid of mugs?!

The big heavy mugs used in stores, which Willson-Rymer said had become a "bit dated", are being replaced with bone china as the company responds to increasingly sophisticated coffee consumers and tough competition on the high street.

http://www.guardian.co.uk/business/2011 ... drops-mugs

tillyoshea · Thu 06 Jan, 2011 12.53

Pete wrote:
WillPS wrote:They're getting rid of mugs?!

The big heavy mugs used in stores, which Willson-Rymer said had become a "bit dated", are being replaced with bone china as the company responds to increasingly sophisticated coffee consumers and tough competition on the high street.
http://www.guardian.co.uk/business/2011 ... drops-mugs

They're replacing them with bone china? Sounds a great idea to me, I've never been a fan of the mugs.