Wednesday, January 12, 2011

Mermaid or "Siren" - Not Starbucks, Not Coffee - The 2011 Logo Change

Starbucks' rolls out a revised logo that drops the word Starbuck and coffee.  This is a risky move considering the association of the customer base is with the name of the company.  When going to get Starbucks, I don't think to myself, "I can't wait to get a cup of Mermaid." 
The change follows a larger move by Starbucks to move the company beyond coffee and grow icy cool Frappuccinos for afternoon sales.  Additionally the chain is aggressively expanding distribution of its instant coffee brand and brought back breakfast sandwiches. 

The change is risky and to evolve business - we are in the business of taking risks.

"Everybody has accepted by now that change is unavoidable. But that still implies that change is like death and taxes it should be postponed as long as possible and no change would be vastly preferable. But in a period of upheaval, such as the one we are living in, change is the norm."  Peter F. Drucker
Read recent articles on the Starbucks' Logo Change:


  1. I'm not sure I see the risk for Starbuck's. In my opinion it's like McDonald's or Nike. I look for the golden arches or the Nike swoosh. Both of these symbols imply the name. The same holds true for Starbuck's. I certainly don't think this would work for every brand, but I don't think Starbuck's will have a problem.

  2. Good point and it may play out favorable.


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