Old vs. New - Starbucks Logo

Old vs. New - Starbucks Logo

On March 8, 2011, Starbucks launched the redesign their logo, the Siren. The redesign was to celebrate their 40^th year in business.

The new logo only features the “Siren” in green. The words “Starbucks Coffee” was removed from the logo. On the Starbucks.com website, they mention how proud they are of their logo and how important it was to keep it.

The Siren got its beginning in 1971 in Seattle, WA, where the company was founded. The designers wanted to implement a nautical theme because of Seattle’s seaport roots. They chose to change the logo to make the Siren the “face” of Starbucks.

Starbucks hosted a launch day to unveil the new logo. All supplies and merchandise were available that morning with no gradual transition. I thought it made the unveiling more exciting. It really seemed like a big birthday party.

Seeing the new logo was a bit of a culture shock for me. The previous logo was busy with the outer rings and the words “Starbucks Coffee” around it. As it seems a little plain now, I’m sure it will grow on me. Overall, the logo, now being one color, would be more cost effective when printing it on their merchandise and supplies.  



Sources:

http://news.starbucks.com/article_display.cfm?article_id=502

http://www.starbucks.com/preview?utm_campaign=sbux-40th-spring&utm_source=sbuxhome&utm_medium=banner&utm_content=Preview_main