Starbucks Changes Logo | Hacker News Reader

Starbucks Changes Logo

starbucks.com

12 pointsshawndumas14 comments

> A unique retail experience that creates a Third Place for our customers between their homes and places of work

No it doesn't. Maybe if there are no alternatives, but they've taken some of the trappings of a good 'third place' and standardized them into a fairly bland format, and left you with something that doesn't really fit that bill.

Quick link to new logo compared to old: http://assets.starbucks.com/assets/5a106e41fe954581999566a42...

Can anyone shed some light on why logos and names matter so much. I know they do because millions of dollars are spent on getting these right. But I cannot see myself consciously saying "Nah ! I wont be their customer I don't like their logo". But I must be doing it at a subconscious level.

I can understand associating a small picture with a company. Its something like cash: transfers perceived value from one location to the other. But why does not any form that is moderately memorable do.

What I find hard to understand is that a little tweak here and there apparently has a huge impact. Not talking about he new Starbuck logo, just in general.

Logos are symbols. Symbols are vehicles for a message, not the message itself. A logo without any meaning isn't generally trying to convince you to like it or not. Instead, it exists to be a mental placeholder for all of the feelings and experiences you have with the company that uses it.

Executive #1: how can we apply our "brand" in ways that penetrate beyond the coffee business?

Management consultant: we advise that you first keep what's iconic and recognizable about your logo, and then remove any reference to coffee

Executive #2: we need to be sure we do not repeat what Gap did.

Management consultant: don't worry about that. Trust us!

Customers: I miss the old logo.

Why is the executive greedy? I have no idea what their plans are, but is there something unethical about going beyond coffee?

Why do you apply the word 'unethical' when you read 'greedy'? Perhaps it is their job to be greedy. Do you seriously believe that greed is not at the very heart of this?

Way to put as crass a spin as possible on what they did.

I think you mean "accurate". I'm sitting here with a Starbucks coffee cup right now. I can tell you that I have a strong positive brand image associated with their current logo. As a customer I immediately associate the new logo with a company moving away from what they do well. I didn't even need to read the press release to see the motivation. This is bad for Starbucks, and will result in a lot of negative press. Wait and see.

What's more surprising to me: Starbucks has been around for 40 years, 19 of those as a public company.

I prefer the old, not from nostalgia but because if you look at all the striping, the siren is a very busy design element. On the old logo, that busyness was somewhat encapsulated inside the simpler pattern. Now the busyness is more visible and can't be ignored.

I posted a link to an article tracing the history of the logo earlier. Looks like it originally came from a woodcut illustration.

http://news.ycombinator.com/item?id=2072333

I think Jonothan Ive and the Apple PR team has a lot to answer for when it comes to the language and techniques used in these videos.

They're trying to get to the essence of the logo. Good job. Kinda like Apple did.

Check out what Picasso did with a bull: http://www.artyfactory.com/art_appreciation/animals_in_art/p...

Going to an all-graphics logo will also make less jarring any future entry into markets other than coffee.

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