Starbucks rebranding from 1971 to the proposed 2011 change.
Between 1971 and now, 2011, Starbucks has gone through three different rebrands. The siren we all know to be Strarbuck’s mascot has become an icon and staple in the coffee world. She began has a more provocative and topless figure and eventually progressed to the simplified and less revealing, single coloured icon.
Just recently Starbucks proposed a removal of the type around the siren and an incorporation of the staple Starbucks green as the logo colour. Alone and void of any type, can this typeless logo stand the test of time?
The proposed change is unnecessary and a waste of Starbuck’s time and money. As the colloquial saying goes, “if it ain’t broke, don’t fix it.” The ring of type is the only constant that has remained since Starbuck’s humble beginnings of the completely brown logo. Why take away the brand essence of a company that has taken years to establish?
Maybe years ago this change would have brought in more coffee sales with a sleek, modern re-branding. Starbucks is a commonplace coffee shop and not unknown to consumers, so what could possibly be the reason for their lower sales? Could it be the outrageous prices for less than amazing coffee? Re-branding is definitely not the answer for more sales in a Tim Horton’s-saturated coffee market. Instead, perhaps they should consider lower prices or coffee promotions that have done corporations such as Mc Donald’s much good.
