Starbucks rolls out new look for the future

I like Starbucks. Honestly, I know that likely puts me into one of two camps and may affect (adversely or otherwise) your opinion of me. But I dig the concept of the third place and I think they are one of the few places that seem to both get it and embrace it.

They have also made good strides in recent years to better understand their customers and improve both their communications and their offerings to meet the needs & wants of those customers. I believe this has much to do with the return of Howard Schultz and is a testament that having a marketer at the helm can be a boost to the overall organization.

So yesterday I got an email from Howard. In it, he thanked me for being a customer and told me that they were making some subtle changes to the Siren that has been a symbol of the company for the past 40 years. He says:

“Our new brand expression reflects our evolving freedom and flexibility to serve and connect with our customers in meaningful ways while continuing to represent the integrity, quality and consistency of the Starbucks Experience.”

Which, I think, is a testament that sometimes a marketer drinks way too much of their own Kool-aid. Or, in this case, coffee.

Still, I think the new look is fresh and certainly seems decidedly more modern than the previous version. It also drops the “Starbucks Coffee” designation, much like Apple dropped “Computer” from their name when it became apparent they were much more than a computer company. Take a look and let me know what you think:

New identity for Starbucks

This image shows the evolution of the Starbucks brand identity throughout the life of the company

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About Jim Cota

Jim lives in Indianapolis with his wife and four kids and feels lucky to work with the fine folks at Rare Bird. An occasional writer, tweeter, and shooter. If you need to know anything else about me, this should do it...
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