Starbucks is No Longer Just About Coffee
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Starbucks recently made a change to its logo, keeping the green siren and circle that engulfs her, but dropping the words “Starbucks Coffee”. The Seattle-based coffee chain is celebrating its 40th anniversary this year, and made the change to mark this milestone year, and the next chapter in Starbucks’ history. This small change is starting to create a big controversy.
“We’ve given her a small but meaningful update to ensure that the Starbucks brand continues to embrace our heritage in ways that are true to our core values and that also ensure we remain relevant and poised for future growth.” Howard Shultz, Starbucks’ president and CEO, said in a posting on Starbucks’ website.
This new logo is scheduled to be rolled out beginning in the spring, assuming it can survive the controversy. “Who’s the bonehead in your marketing department that removed the world-famous name of Starbucks Coffee from your new logo? “ was the first reaction to Mr. Shultz’s post.
“I love this!” wrote another customer. “Reminds me of when Apple changed their name from Apple Computer to Apple, Inc. The core competencies have been built upon, and there is room for growth on top of the quality associated with the Starbucks name!”
Yet it appears more people are unhappy with the change, or are at least more vocal about it. But despite the backlash, it’s highly unlikely that Starbucks will revert back to their old logo. “Starbucks will continue to offer the highest-quality coffee, but we will offer other products as well,” continued Mr. Shultz.
That one sentence gets right to the heart of the matter. Though details are scarce, Starbucks is looking to move beyond coffee. In order to do that effectively they need to make the logo change. Imagine buying tea from a package that says “Starbucks Coffee” on it, confusing to say the least.
Like it or not, Starbucks is changing and so is its logo. Given this fact, the new logo is probably the best move they could have made. The new logo keeps all the recognizable elements while allowing the company to expand its scope.
Stephen Jeske is a freelance writer with a passion for coffee. His blog contains many more tips for coffee lovers. Whether you want to buy coffee online, or just read about it, you’re always welcome. Get the good news about coffee today.
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I’m really surprised, but I like the new logo. I can’t believe that people would actually get upset by this change.
Rose, it’s surprising the passion that people have for this company. I never imagined that such a little change would cause such a big controversy. I mean, the company name will still be on the coffee cup, just on the back.
passion or not, new name or not, i still buy their coffees and
think they have done a really interesting and great
service to diversifying the coffee universe.
there are a lot of places where SBs is the only
decently different good or better fresh coffee offered.
that said, if anyone at SBs asked me, i’d suggest
they would keep the Starbucks Coffee name and
logo, and figure out something else new and different
for the other business ventures.
i call the search for changing product and ad visibility “MBA-churn.
car companies are notably guilty of this.
Howard, you may very well be right about this. Guess we’ll just have to wait and see how this plays out. There was a time (not THAT long ago) when people thought Starbucks would never succeed. Time proved otherwise. New logo or not, I too think that people will continue to buy their coffee anyway.
I can’t say I don’t like the new logo but I’m still sad that the old Siren is gone. . .what can I say. . .I’m a sucker for nostalgia. Great article. Thanks.
You know Dottie, I think the nostalgia thing is part of the reason behind this big debate that’s going on. Just that most people don’t recognize it. Glad you like the article!