starbucks logo update starbucks logo update
jan 06, 2011

starbucks logo update

yesterday the most powerful brand in coffee, starbucks, unveiled a new simplified logo, which it will start using from march 2011 to coincide with the 40th anniversary of company. the new logo which was designed by starbucks in-house team together with lippincott does away with the starbucks coffee’ text and the outer ring – leaving only the siren in green.

— following text from starbucks

‘when we first heard about the possibility of modifying the starbucks brand identity, our minds went wild with the possibilities. this was the project of a lifetime. the designers here at starbucks have such a love for this brand – it’s what drives our creativity.’

‘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.’

‘the result is an evolved logo that celebrates the siren in a much bolder way – it’s more expressive and energetic and still uses the same vibrant green circle that is so well recognized by our customers around the world.’ mike p., senior creative manager, starbucks

more information on the new starbucks image and reaction to it can be found here.

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  • How long until it is only a white star in a green circle! LOL

    Simples says:
  • I think the 1992 logo is better than the new one

    tom says:
  • I actually like the 1971 logo the best.

    spen says:
  • In the 1971 logo, the mermaid looks like she’s in the act of committing suicide by tearing herself in half. In the ’87 logo, she looks like she’s doing some weird contortionist spread eagle thing. The most recent two aren’t all that bad. The best thing about any of ’em is the stronger green and black of the ’87 logo. The others look washed out in comparison.

    rudy47 says:
  • bring back the nipples

    simplex says:
  • everyone knows starbucks was invented by joey from friends in the late 1990’s. Does anyone still go there now?

    dot-coma says:
  • And by 2021? No logo at all! We live in hope…

    CoffeeLover says:
  • It already just has a star logo in Saudi.

    <( º =•= º )> says:
  • I prefer the 87 logo the best, with the contrasting black and green. But the 92 is fine.just maybe a little to bland. Now this new logo is just wrong. I live in Seattle and StarBucks has been trying to reinvent themselves and give the local cafe feel again. Why would you gentrify your work. So you can have a logo like Nike or Apple. Hope this new logo dies and we see a retro logo brought back.

    NWMike says:
  • i think it would be awesome to see a retrofit with the 1971 logo back on the cup.

    coffee_extremist says:
  • Can anyone explain me why there is no coffee word anymore? Where is the brown colour – wich brigns you coffee on mind.

    The combination of brown and green on white background was refreshing, now it is just ORGANIC and healthy – where is the pleasure and the kick?

    Piotr Juszczak says:
  • Why not have blank cups with four versions of the heat protectors / corrugated cardboard slips – each with a different logo then you can choose which logo you want on your coffee cup. Everyone is happy and the cups can be recycled easier.

    There, Starbucks you can have that on on me 🙂

    Buckethead says:
  • @ Piotr Juszczak: They dropped the coffee word because they think it was limiting the brands potential to just coffee…

    Maybe this logo “formula” of iconic brands such as Nike and Apple is not for every brand out there. They need to be authentic more than trendy.

    Allen says:
  • ctrl+c than ctrl+v ………..

    tommy says:
  • Its no necesary any more the word COFFE and STARBUCKS, everyone recognizes the logo and the color

    Aldo gnz says:
  • There is really nothing constant in this world. Everything change just to meet the demands of the present situation. The day has come again for Starbucks. [url=http://personalmoneystore.com/moneyblog/2011/01/05/new-starbucks-logo-siren/]Starbucks siren left wordless with new logo[/url] has been rolled out for the 4th time. Starbucks is not going to officially begin using the new logo until March of this year. This is just one of many adjustments Starbucks will be making in honor of its 40th anniversary. Obviously, Starbucks was in no need of personal loans in order to finance the style change.

    Alonzo says:
  • glad to see they took advantage of this “chance of a lifetime” – truly inspiring design work there. I hope SB’s spent a lot of money on this designer’s bs.

    losing the text is a big mistake

    octo says:

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