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March 11, 2011 | 10 Comments

Designed by Starbucks & Lippincott | Country: United States

“From the start, we wanted to recognize and honor the important equities of the iconic Starbucks logo. So we broke down the four main parts of the mark — color, shape, typeface and the Siren. After hundreds of explorations, we found the answer in simplicity. Removing the words from the mark, bringing in the green, and taking the Siren out of her ring. For forty years she’s represented coffee, and now she is the star.

The details came next. The 20-year old logo was built in the early days of AutoTrace and it showed — points everywhere. We improved composition, brought in more sophisticated stroke width and spacing and a smoother line flow. When it came to her — the Siren — we enhanced her form in subtle ways, smoothing her hair, refining her facial features, weighting the scales on her tail to bring the focus to her face. We enlisted the branding firm of Lippincott to help with these refinements, and give us a better global perspective on the entire identity system.”

Via Brand New


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10 Responses to “Starbucks”

  1. ezekielle
    March 12th, 2011 @ 3:41 am

    I hate this new visual identity. I think I’m not the only one. People loved the old logo, with is retro style.

  2. olga
    March 12th, 2011 @ 1:23 pm

    it looks so fresh:)!

  3. pau
    March 12th, 2011 @ 10:16 pm

    You are right she is the star… however where is the brand? She is coffee, but she does not represent everything in Starbucks. The black is important in the logo as well… This new green does not feet in the brand.
    I don’t thinks this new identity is aligned to the Starbucks culture.

    So: FAIL!

    Another company that goes to an agency requesting for services when they don’t needed and the agency does not explain them. CASH!!!!!

  4. pat
    March 13th, 2011 @ 4:18 am

    don’t care for the new identity. a brand shouldn’t need a new identity unless its marking something significant in the company.

  5. Dave
    March 14th, 2011 @ 10:21 am

    I think the new Starbucks identity is perfect. It is simplified and clean. It looks crisp and classic. People also under estimate the identifiability of the “mermaid” image and that specific tone of green.

  6. Guilherme
    March 14th, 2011 @ 6:52 pm

    You know a redesign is good when the new brand looks like “renewed” but at the same time feels like it has always been like that, because it just makes sense.

    And then you look back to the previous logo and it already feels like 100 years old.

    That’s how I feel about the Starbucks brand redesign. It just makes perfect sense.

  7. Dani
    March 16th, 2011 @ 11:43 pm

    I don’t think Starbucks even need any form of re-branding. I find the new logo uncharacteristic.

    But I’m sure I’ll get over it.

  8. K
    March 17th, 2011 @ 1:54 pm

    As soon as I read this: “We enlisted the branding firm of Lippincott to help with these refinements, and give us a better global perspective on the entire identity system.”

    I realized the place where most design works goes astray these days. Branding firms, re-branding firms, global graphic systems analysis, market driven feedback social media loops…

    Ah, yeah. At least it gets the large corporations who can afford such silliness an opportunity to spread their wealth.

  9. Henrik Andersson
    March 19th, 2011 @ 4:22 pm

    Big mistake. I understand big companies that reach a certain level of recognition and strip down their logos, especially when they didn’t have much identity in the surrounding elements anyway. Good examples are Apple, Nike etc. BUT the Starbucks logo came to the world when the actual type was the style and also the strongest visual. The icon was just working next to it and no one if you ask them could sit down and draw the mermaid just from remembering it because you don’t. The whole brand is based on tradition and feeling like home. If anything should stand alone it would have been the type but I’d rather wish it stayed untouched.


  10. Leslie
    August 9th, 2013 @ 2:37 pm

    I also do not think they needed to redo the logo. I just attended a graphic design show in Houston Texas where many revised logos were placed up on the wall beside the original. They had small chips that you could place into a receptacle underneath the logos to vote for the one you preferred. On the Starbucks logo design, it was almost unanimous that the original one was better and preferred. Interesting.

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